A small group (10-12) usually consumers, meet in a conference room for a round table discussion. The focus group will usually last 2 hours. We call it a focus group because everyone in the group will have something in common and focus on a particular topic, usually a service, product or advertising.

The focus group could discuss a product you use like a car or shampoo, something you consume or something you buy in a supermarket. Each focus group has a guide whom helps to keep the conversation on track. This guide is called a moderator or a facilitator. Participants in a focus group usually receive a cash gift at the end of the discussion and are never asked to purchase anything. All opinions are confidential and never identified with the focus group participant.

The focus group is usually held in a special facility designed for focus group discussions. The atmosphere is relaxed and informal to encourage conversation. Everyone who participates always has a good time and finds a focus group discussion very interesting.

WHY ARE OPINIONS IMPORTANT?
When a company wants to change or introduce a product or service, they contact a marketing research firm. The research firm then invites consumers to take part in a focus group discussion and give their opinions about the product or service. From these opinions, the company can decide if the product or service they seek to introduce is, in fact, a marketable idea.

So, the opinion of consumers is paramount to the success of all marketable goods and services.

REMEMBER, “YOUR OPINION DOES COUNT!!!”