Focus groups

A focus group is a market research method in which a small number of people are gathered so that they can respond to questions and exchange views about a product, brand, topic or issue. A person leading the session guides the conversation so that everyone has a chance to contribute.

Focus groups are usually fairly small, and they typically produce qualitative data: information about opinions, reasons and motivations rather than numbers. For example, a small cinema might invite eight regular customers to discuss a new loyalty scheme. Their comments could explain why they value free popcorn more than money off tickets, giving the cinema the reasons behind customer preferences.

Strengths of focus groups

The discussion format is a key strength. One person’s comment can prompt another person to add an idea that they might not have mentioned on their own. The business can also ask follow-up questions straight away, so vague answers such as “it feels too expensive” can be explored to find out what customers would consider good value.

Limitations of focus groups

Their small size means the views collected may not represent the whole market. Group influence can also affect the data: a confident participant may dominate, while quieter people may agree with the majority instead of giving their true view. The findings are therefore useful for understanding opinions and motivations, but they must be interpreted with caution rather than treated as proof of what all customers think.