Sometimes surveys and second hand research are not enough to understand what’s going on in people’s minds. That’s when you need to get a group of target customers in a room to hold a focus group. But to the uninitiated, doing this could seem more challenging than it is. In this article we look at what a focus group is, consider its pros and cons and look at the challenges you will face.
What is a Focus Group?
A focus group is a marketing research method involving a small group of diverse people tasked with experiencing and discussing a particular product, service or subject. The reactions of the focus group participants form qualitative data that can be analyzed and extrapolated to predict how said product or service may be perceived by the larger population.
When to Use Focus Groups
The best time to use focus groups is when