A new product hits the shelves and is an overnight success. Ever wonder if it was luck? Chances are it was far from it--and was, instead, the result of months of market research. Focus groups probably were an integral part of that process.

Definition

Focus groups provide firsthand feedback to researchers about products, advertising, services and ideas. Groups can be of varying size but usually comprise eight to 10 people and are led by a facilitator. Focus groups are designed to represent the broader market.

History

Researchers traditionally used surveys to gain knowledge, but they often fell short because participants could not explain reasons for their responses. In the 1950s, sociologist Robert Merton wrote "The Focused Interview," which led to the focus-group technique.

How It Works

Participants are carefully selected according to gender, age and probable use of the product or service. A facilitator begins the session by asking a general question, then encourages each participant to share thoughts and feelings in response. Subsequent questions become more "focused" on the specific product or service.

Benefits

Group sessions are videotaped and analyzed. Researchers review reactions to new products or services and their expectations for success in the wider market. As a result, costly mistakes can be avoided, increasing the likelihood of a market winner.

Other Uses

Attorneys use groups to test arguments for jury trials. Mock-jury focus groups often are instrumental in determining the best strategy for winning a case.

Source:

Focus Group Information/Tips

Focus Group Basics

Resource:

Jury Focus Groups