The best way to gather flexible insights and generate initial hypotheses for marketing tasks is through focus groups. The purpose of this research is to hold an open discussion with a group of people from the target audience. During the session, participants express their opinions about the subject of the research, such as a product or service. A special psychological atmosphere is created, allowing each participant to understand the importance of their opinion. The moderator guides the discussion in the necessary direction, while participants exchange views and discuss. This method enables the development of collective insights, which can inform conclusions about the target audience’s attitudes toward the product. Focus groups are highly effective in terms of time, budget, and the amount of information obtained.

Objectives of FGD:
– formulate new hypotheses and ideas;
– describe the brand image;
– test a new product (product itself, packaging, promotional concept);
– determine the brand’s position in the market;
– complement or validate data obtained through quantitative research.

Advantages of FGD:
– the discussion’s psychological atmosphere allows participants to freely and openly express opinions, disagreements, and ideas.
– these discussions help identify new ideas for product promotion.
– the client can observe and provide feedback on discussion topics during the session.