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Group of Asian business people

Conventional, yet highly applicable, directive, sensitive and interactive method of assessing consumers’ opinion and attitudes tangentially, ideas.

Objectives

  • Exploratory research and investigative in nature – size doesn’t matter in this case because insight and deep dive understanding of consumer’s behavior is the key.
  • Focus group discussions can be conducted to give a more in-depth understanding of consumers need state, behavior and also can be use to evaluate new concept ideas.


Advantages

  • Depth and Richness: Provides detailed and nuanced insights into participants’ perspectives and experiences.
  • Flexibility: Allows for exploration of unanticipated topics and adaptation of questioning based on participant responses.
  • Confidentiality: Participants may feel more comfortable sharing sensitive or personal information in a one-on-one setting.
  • Real-Time Feedback: Researchers can observe participants’ non-verbal cues and reactions during the interview.

Applications

  • Market Research: Exploring consumer preferences, perceptions, and behaviors.
  • Product Development: Understanding user needs and preferences to inform product design and features.
  • Social Sciences: Investigating attitudes, beliefs, and experiences related to various social phenomena.