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J Siverthorn – Focus Directing Questions
Focus Group is a small group selected from a wider population and sampled, as by open discussion, for its members’ opinions about or emotional response to a particular subject or area, used especially in market research or political analysis. Traditionally, focus groups have been used by makers of consumer products to gather qualitative data from target groups of consumers. They are often used in the new product development process, for example, to test consumer reaction to new product concepts and prototypes. Focus groups are also used to test marketing programs, as they can provide an indication of how consumers will react to specific advertising messages and other types of marketing communications. In this way, focus groups can help advertising and promotion managers position a particular product, service, or institution with respect to their target audience. Reactions to new types of product packaging can also be determined. In addition, many companies have used focus groups as a tool to learn more about consumer habits, product usage, and service expectations.
