ABSTRACT
This chapter helps people to understand how focus groups are conducted; understand typical techniques used in focus groups; different types of focus groups; and the limitations of a focus group. Focus groups are a popular method for gaining a better understanding of the consumer. A focus group is typically defined as a group of six to 12 individuals who take part in a carefully planned series of discussions led by a trained moderator. To help draw out insights from a focus group, moderators will use projective techniques. The key characteristic of a focus group is a controlled group discussion that is designed to uncover attitudes or perceptions about a specific brand or interest or piece of communication. Online focus groups have rapidly grown in the past five years. There are two fundamental types of online focus groups: live discussion and a message board discussion.
