A focus group is a form of market research where a group of people answer questions and discuss a product or idea. Focus groups are conducted on behalf of companies to find out what consumers think about their product, brand, competition, or ideas.
Focus groups are typically conducted in a group setting of 8-12 people, in a high-density city with a diverse group of population and demographics. There are also mini focus groups, one-on-one sessions, and shop-a-long studies. Recently, online focus groups have become very popular for companies to run.
Consumers are compensated for their opinions with cash, gift cards, or free product.