What does the term "focus group" refer to?

The term "focus group" is defined as a group of people who engage in a guided discussion about their perceptions, opinions, and attitudes toward a specific organization, product, or issue. This qualitative research method allows for in-depth insights as participants share their thoughts and feelings, which can be valuable for understanding consumer behavior or stakeholder perspectives.

Focus groups are often used in market research to gain insights into how target audiences perceive a product or service, helping organizations refine their marketing strategies and product offerings. The emphasis on discussion and interaction among participants differentiates focus groups from other research methods, making them an effective tool for gathering nuanced feedback that quantitative methods, like polls, may not fully capture.