Focus Group

Posted in Marketing and Strategy Terms, Total Reads: 2792

Definition: Focus Group

In marketing, a focus group is research tool in which a small group of people (typically eight to ten individuals) engage in a roundtable discussion of selected topics of interest informally. It basically serves the purpose of reaching out to a company’s potential users for feedback and comment. Organizations can use focus groups for planning, marketing, or evaluating some specific product or service etc. Thus focus groups can answer questions and can lead to new ideas.

Traditionally, focus groups have been used to

  • Gather qualitative data from target groups of consumers
  • New product development process
  • To test consumer reaction
  • To test marketing programs

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