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Focus Groups

Definition

Focus Groups are a standard qualitative data collection technique used to capture respondents' views and attitudes about a subject, traditionally applied to market research. Focus Groups can be used as an alternative to individual structured interviews or customer questionnaires or surveys. A focus group is generally made up of a group of respondents carefully selected for their subject matter expertise, effective participation and authoritative responses to know about their perceptions, opinions, beliefs, and attitudes towards the topic, product, service, and concept. The group meets under the guidance of a 'moderator' who introduces topics to the participants in an interactive setting and are encouraged to discuss thoughts freely with other participants to generate ideas and provide a wealth of information for the business or organization.

There are different types of focus groups, include but not limited to:

  • Single Focus Group,
  • Mini Focus Group,
  • Two-Way Focus Group,
  • Dual Moderator Focus Group,
  • Dueling Moderator Focus Group,
  • Respondent Moderator Focus Group, and
  • Remote Focus Group

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