Focus Groups provide valuable insight into the thinking of customers or other stakeholders. In a Focus Group, a Moderator uses prepared question guide to engage in a dialogue with a small group (usually 5-8). Some Focus Groups are recorded (audio or video), to capture voice inflections, expressions, and/or body language. The interactive dialogue with both the moderator and among participants and the capturing of non-verbals contribute to more in-depth and detailed input from the participants. As a result, you can gain a deeper understanding on any of a number of topics including a possible new product or service, a planned marketing campaign, a potential name change, or the key quality characteristics of an existing product or service.

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