A Focus Group is a discussion led by a trained moderator among
a small number of respondents recruited to meet predefined
characteristics of a market segment (product usage, profession,
demographics). They are typically held with 8 respondents and last two
hours, but other formats are also used. They are usually conducted in a
research facility with a one way mirror on one wall to enable clients
to view the group from an adjacent room or via video streaming.
Focus groups can be effective in exploring the public's image
of an organization, understanding the dynamics of decision making,
identifying strengths and weaknesses of service experiences, and
evaluating reactions to advertising campaigns and other forms of
The dynamic nature of a focus group discussion engages
respondents more actively than is possible in a more structured survey.
There are opportunities to probe responses beyond initial surface
level answers, to observe non-verbal communication, and to benefit from
the synergy among respondents as they build on each other's ideas.