Focus Group

A qualitative research method where a small group of target customers is brought together to discuss and respond to a product, concept, message, or experience, providing direct insights into attitudes and perceptions.

Focus groups uncover the emotional language, objections, and desires of real buyers that surveys and analytics cannot reveal. The conversations often surface unexpected insights that change product direction or marketing approach.

A founder considering two different names and brand directions for her new platform runs a focus group with eight women from her target demographic. Their reactions reveal that both options have a significant flaw she had not noticed, leading to a stronger third option.