What is a Focus Group?

A focus group is a form of qualitative research in which a group of people are asked questions about their beliefs, opinions, views and attitudes towards products, advertisements and campaigns. Questions are asked and participants are free to talk in a group discussion. They are an important tool for acquiring feedback on a new product. Group discussion produces data and insights that would be less accessible without interaction found in a group setting.  For example listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants. A focus group allows for a detailed discussion after our participants can all watch the video and answer questions, whilst being recorded, and then all navigate the website and answer questions about the effectiveness of the website as well as the digipak.