A focus group discussion can uncover attitudes and assumptions people hold when choosing products or services, or challenge your own assumptions about issues or problems your own company may face. A ...

A focus group is a marketing tool that companies use to find out how members of the public receive a product and how the product can be improved. During the focus group, a facilitator asks ...

If you’re looking to gain insight from your client base on a particular issue—satisfaction with your services or maybe tips on getting their referrals—there are several ways to go about it. You can ...

Interviews and focus groups are essential tools of qualitative research. This guide shows students and early-career researchers how to prepare for and conduct interviews and focus groups. This book ...

Focus groups usually consist of three to twelve carefully selected participants who share similar attributes qualifying them to give valuable insight or evaluation on a particular topic. Focus groups ...