A tool for market research where small groups of customers or clients are invited to participate in guided discussions on the topic being researched. Focus research predominantly concerns itself with subject’s perceptions, opinions, beliefs and attitudes towards a particular product, service, concept, advertisement, idea, or packaging.

Focus groups are seen as a vital exercise for obtaining feedback for newly developed products. Often used prior to launching a product or service into the public domain. Information garnered from Focus Groups often provide invaluable data about the potential market approval of the product

See also:
Market Research
Customer
Focus Group Moderator
Data Collection