Focus Groups
Focus groups can be an effective tool for collecting qualitative information. In this procedure 8 to 10 individuals, usually a cross-section of potential customers, are led through a one-to two- hour discussion about their needs, wants products expectations and competition. The information here is usually insightful and relative. However, it cannot be translated into a forecast. The primary research does lend itself to making estimates of the percentage of the population that will buy the product. As a word of caution. “the focus group should be used for exploratory purposes only, and not as conclusive findings which represent a larger population.”