What is the goal of focus group research?

The goal of focus group research centers around understanding the opinions and behaviors of a target market. This qualitative research method engages a small, diverse group of individuals from the target demographic, allowing for an in-depth discussion about their perceptions, feelings, and attitudes regarding certain products, services, or topics.

Through facilitated conversations, researchers can gain insights into consumer motivations and experiences that quantitative methods may overlook. This rich, qualitative data collection helps businesses and organizations tailor their strategies, products, or marketing approaches to better align with the needs and desires of their audience.

The emphasis on gathering subjective viewpoints is crucial because it provides a deeper understanding of customer sentiment, which can inform more effective decision-making processes beyond mere numbers or statistics.