Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Focus group
A planned group discussion (typically involving 6 to 8 carefully selected participants) led by a moderator which aims to find out the respondents’ perceptions and opinions about the topic under discussion, for example, a brand or a new product. In a focus group, the respondents can interact with each other as well as the moderator, which may generate more, or different, insights to interviewing them individually. A focus group can be held face to face or online and typically lasts 60 to 120 minutes.