What are Focus Groups???

A focus group is method of quantitative research in which a group of people are asked about their perceptions about a product and other aspects related to the product like its packaging, service idea, advertising and service. An interactive group is formed and participants are free to talk with other group members, so basically a discussion group is formed and people are led towards discussing various aspects about a product or service. Ernest Dichter coined this term and now it is one of the most popular method to estimate and measure consumer satisfaction.

A focus group consists of many people who are unfamiliar with each other. All these people have distinct characteristics like gender, qualification, field etc. These people are selected because they have common interest with respect to the subject of research. The moderator creates a participative environment that encourages different perceptions and points of views, without including their own bias or pressuring participants to choose a side or reach a consensus.

In marketing

Focus groups are used to acquire feedback regarding new product, as well as various topics in the field of business marketing. This is helpful for the new companies that are planning to develop some new product. It helps them to discuss about it as well as test it before it is launched. The information so derived is priceless and provides a lot of information about the potential market acceptance of the product.