Why conduct Focus Group Research rather than other types of research?
The proponents of Focus Group Research believe it to be an excellent way to discover the attitudes of customers, prospects, consumers and other target groups relative to a wide variety of different topics. A primary benefit of the Focus Group Research process is that it can directly involve the clients; they can observe the proceedings from behind a one-way mirror. As a result, the findings from the research will have more credibility with the client. Focus Groups enable a trained moderator to utilize the dynamics of the group to discuss topics in depth; the views of all the participants can be considered. The interaction among the people in the group is one of the most important parts of the process. During the Focus Groups, a moderator may show stimuli to the participants, such as new products, advertising ideas, promotional concepts or new packaging. This yields first-hand, spontaneous reactions about the participants’ attitudes toward the topic. Focus Groups are a dynamic research
