Exploring the Role of Focus Groups in Business Research

Focus groups are a qualitative research method that involves gathering a small group of participants to discuss specific topics related to a business or product. This method provides valuable insights into consumer attitudes, perceptions, and motivations. During a focus group session, a moderator guides the discussion, encouraging participants to share their thoughts and experiences. The interactive nature of focus groups allows for in-depth exploration of topics, revealing nuances that may not emerge in surveys. Businesses can use focus groups to test new product ideas, gather feedback on marketing strategies, and understand customer needs, making them a powerful tool in the research arsenal.