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Qualitative research focuses on analyzing the in-depth details of why customers behave the way in which they do. It searches for the barriers in place that may affect a customer’s reasoning. For instance, a new company may want to know about their product in terms of how it feels, smells, and tastes. Using a qualitative approach would assist in finding the appropriate marketing or product solution. A qualitative research setting would be used to collect user information and explore the reasoning for their perspectives. In addition to those responses, details could be collected to determine how they arrived at their conclusions. Those details could include motives, emotions, and mental triggers. A focus group setting would be perfect for conducting qualitative research considering that focus groups allow for in-depth interviews with customers that can be used to gain valuable product insight.

Focus groups can provide your business with resources to seek legitimate feedback, conduct beta testing, and evaluate customers’ perceptions through real-time reviews. Focus groups are ideal for acquiring data for measuring status and trends while also providing your business the opportunity to decide the cost of products and services based on the opinion of topographically diverse participants. The core segment of focus groups are the connections among the participants. In particular, the interaction with participants could help gather less accessible data, which would not generally come to surface using traditional data collection methods. Focus groups are also more reliable than data mining on social media because of careful validation processes that consider time, commitment, and credibility of the results produced by study participants.

The drawbacks of using focus groups are that using the method would not help you observe participants in a natural setting, which often affect the results. However, in an attempt to analyze the reliability of focus groups, researchers concluded that the group setting was as reliable as other methods of interviews, and the credibility relied on the mentalities and demographics of participants. Considering focus groups take place within a group setting, participants could affect the decisions of other individuals. Therefore, using a structured process is critical to the success of focus groups.


Dr. Elijah Clark
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Cite this article:
Dr. Elijah Clark (April 5, 2023). Focus Groups [Web log post]. Retrieved from
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