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What is a focus group and how are they used in marketing and advertising?
Characteristics of focus groups
Its function is to capture and analyze consumer opinions about a company's products, services or marketing campaigns .
The moderator asks the group a series of questions and guides the discussion so that all participants can express themselves.
Usually between 10 and 15 questions are asked and the dynamic lasts between 30 minutes and an hour and a half .
Typically, group members do not know each other . Participants are selected based on factors such as their purchasing history, demographic or psychographic data, or consumer behavior.
Within the same study , several focus groups are usually organized to obtain more information and avoid bias.
They are especially useful for exploring buyer personas in depth , launching products or rebranding a brand.
Advantages of focus groups in advertising
Focus groups are a very useful research strategy for gaining insight into the subjective opinions of consumers. Although they are more complicated to organize than quantitative surveys, they are a good complementary technique and offer many advantages for companies:
They have a very flexible structure , which allows them to be adapted to different needs.
They address end consumers directly , allowing you to ask them what they think instead of having to guess.
It allows you to obtain insights into consumer perception that are difficult to obtain through other means.
By having a moderator representing the company, they allow the dynamics to be adapted live to react to the participants' responses.
