What is the main purpose of focus groups?

The main purpose of focus groups is to uncover true consumer attitudes and behaviors. Focus groups facilitate in-depth discussions among a small, diverse group of participants who share their feelings, experiences, and insights about a product, service, or concept. This qualitative research method is valuable because it allows researchers to explore complex motivations, perceptions, and emotional connections that influence consumer decision-making. Through guided interactions and open dialogue, focus groups can reveal nuances in consumer thought processes that quantitative methods, such as surveys, might miss. The insights gathered can inform advertising strategies, branding, product development, and marketing campaigns more effectively by providing a richer, more contextual understanding of the target audience.