What is the purpose of a focus group in marketing research?

The purpose of a focus group in marketing research is primarily to collect feedback from a small, diverse group of people. This qualitative research method involves gathering participants who represent a target market to discuss their perceptions, opinions, beliefs, and attitudes towards a product, service, or concept. The interactive nature of focus groups allows for in-depth discussions that can uncover insights into consumer motivations and preferences that might not be captured through quantitative methods.

Focus groups enable researchers to explore the 'why' behind consumer behavior, providing richer context and understanding of market dynamics. This feedback can then be used to refine marketing strategies, develop products, and improve overall customer experiences. The small size and diversity of the group ensure that a range of perspectives is included, which can help identify trends and issues from different viewpoints.