Focus
Groups

Focus groups are professionally moderated and highly interactive group discussions with people who have certain characteristics of interest to the client. This methodology is most commonly used for the following:

  • To explore questions of “how?” and “why?” to help develop, assess or position new products or services.
  • To increase understanding of consumer needs and wants in an identified business or product category.
  • To gauge reactions to advertising concepts, promotional ideas or price structures.
  • To identify issues and language that can be used to optimize the development of a subsequent quantitative survey.