Focus groups are very much a “traditional” research method, but they hold an important place in the market researcher’s toolbox. They stimulate the exchange of ideas and opinions, enabling the communication and interaction among participants; they provide detailed understanding of social / group mechanisms behind personal perceptions and behaviors and of the social significance.
Main benefits :
Allow perception and views exchange among participants, facilitating communication and interaction; this enables us to better understand social/group mechanisms behind personal perception and behaviour as well as social significances.
Are delivering a better cooperation and dynamism in positioning new concepts and brands, important in generating brand projections and brand insights.
Will be used for exploring and understanding fundamental motivations towards habits as well as brands positioning in the mark
In a nutshell, focus groups main advantages are: immediate feedback, group dynamic, highly interactive, collective response, allow observation of non-verbal cues.