Despite some drawbacks that come with every chosen research technique, focus groups, workshops and in-depth discussions are a highly effective way to find out about the relationships people have with brands. They can reveal emotional, implicit and non-verbal thought processes.
Definition
Focus groups are a qualitative research technique that’s used to facilitate a discussion for a small group of participants on a predetermined topic. Moderators lead through the interactive group settings to generate rich discussions and insights into people’s attitudes, preferences, ideas and opinions.
Key insights
1. The role of the focus group in creative development and evaluation is questionable
There has long...