What is the purpose of a focus group in marketing?

The purpose of a focus group in marketing is to conduct market research with a diverse group. Focus groups are made up of selected individuals who share their opinions and experiences related to a product, service, or concept. This qualitative research method allows marketers to gather in-depth feedback and insights into consumer attitudes, perceptions, and preferences. By getting diverse perspectives, companies can better understand their target market, identify trends, and explore how potential customers might respond to new initiatives or offerings.

This method is crucial for assessing reactions to ideas, advertisements, or prototypes before they are finalized or widely introduced, allowing for necessary adjustments based on consumer feedback. Through this kind of collaborative discussion, marketers can uncover information that may not be apparent through quantitative research methods alone, thereby informing strategic decisions and enhancing product relevance in the marketplace.