What is a focus group in the context of marketing research?

A focus group in marketing research refers to a small, diverse group of participants who engage in a guided discussion about a product, service, or concept. This method allows researchers to gather qualitative insights and opinions, enabling them to understand consumer perceptions, motivations, and attitudes more deeply.

The richness of information obtained through focus groups comes from the interactive nature of the discussions, where participants can build on each other's thoughts, leading to a more comprehensive understanding of their views. It’s particularly useful for exploring new ideas, assessing reactions to products or marketing strategies, and delving into the emotional and psychological factors that drive consumer behavior.

The distinction of focus groups from the other options lies in their qualitative approach. Unlike a large survey, which typically seeks quantifiable data from a broad audience, a focus group focuses on in-depth discussion with a smaller, typically more diverse set of participants. It also differs from observational studies, which involve watching consumer behavior without direct interaction, and from quantitative data collection methods that rely on numerical analysis to draw conclusions rather than exploring nuanced opinions.