By Daniela Carrasco
Marketing4eCommerce Editor
ORA focus group in marketing is a qualitative market research technique in which a group of people representing the target audience of a product or service are brought together to discuss their opinions, attitudes, perceptions and experiences related to that product or service.
The main objective of a focus group is to obtain detailed information about how the target audience perceives a product or service, its needs, desires and concerns , as well as to evaluate the effectiveness of an advertising campaign or the design of a particular product.
What is a focus group?
It is also known as a focus group or discussion group. It usually brings together a small group of individuals, which can range from 6 to 12 people, who represent the target audience of a product, service or idea. These united kingdom number data participants are specifically selected based on characteristics relevant to the study in question, such as age, gender, socioeconomic level, consumer habits, among others.
The focus group session is led by a moderator, whose primary role is to guide the discussion and ensure that relevant topics are covered equitably . The moderator uses a script or a series of pre-designed questions to stimulate conversation and delve deeper into topics of interest.
During the session, participants share their opinions, experiences, perceptions and emotions related to the topic under discussion. They can discuss their preferences, needs, desires, problems and any other relevant aspects.
The length of a focus group can vary, but generally lasts between one and two hours. Sessions are often recorded on audio or video for later analysis, and the results are used to gain qualitative insights into the topic under study.