• Traditional, in-person focus groups are a popular research tool for marketers for the simple reason that they are a reliable source of insights into behaviors, attitudes, and values.
• Used in conjunction with quantitative research surveys, focus groups address the “why” and “how” questions, while surveys can tell us “how much” and “how often”.
• They are also useful in eliciting a full range of opinion, including minority views, which is potentially very useful for organizations anticipating or managing change.
• Moderators provide a comfortable, bias-free atmosphere and lead the participants through a discussion and collaborative activities in order to better understand their motivations, perceptions, needs, and desires.

Back to Techniques