Focus Group


Definition: a Focus Group is a qualitative research method used in market research, product marketing and positioning to obtain feedback about aspects of a (new) product (or service, issue, idea or advertisement).
A focus group consists of 8-12 carefully selected representative people who discuss and provide feedback about aspects of a product. The group is 'focused' in the sense that it involves some kind of collective activity.
The FG freely talks about the needs for the product, advantages and disadvantages, features (packaging, concept, target, advertisement, social implications, etc…) and characteristics implied in the product management.
Compare: Conjoint Analysis.


More on market research: Conjoint Analysis.


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