Focus Groups

Think and Reflect

Focus groups are used:

a. As part of exploratory research
b. To get definitive conclusions about certain topics
c. To read people’s minds
d. To estimate the percentage of people who buy a certain product or brand

In a focus group, people are sometimes asked to do exercises like imagining that a product magically becomes a person in a party, and then asked to describe what this person does or says to the other people in the party. How do you think this type of exercise can provide us information about what people think about products?

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