Are focus group results valid?
A. Focus groups are valid if they are used to answer the right questions. Focus groups can provide reliable insights into the motivations, needs, concerns, and priorities of the people you serve or the audience you are trying to reach. Focus groups are not useful for measuring the extent to which a view or practice is widespread. For example, a focus group would not be useful to measure how many people have been exposed to your advertising campaign. However, focus groups would be very helpful in testing an advertisement to determine how people interpret it, feel about it, and whether it communicates the intended message.
