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.