A market research methodology for collecting qualitative data (see “Qualitative Research”) that involves small groups of people, typically 4 to 20, who participate in a discussion about a product, service, media content or advertising, led by a moderator (see “Focus Group Moderator”). Discussions typically focus on a set of predetermined topics informed by the research brief. Traditional focus groups are conducted in a central location (see “Central Location Test (CLT)”) but are also increasingly done online (see “Focus Group, Internet”). (Also referred to as “Interview, Focus Group” or “Interview, In-Depth Group”).
