• Focus groups are good for concept testing.
• Focus groups are good to learn about the way people use a product.
• Focus groups are good exploratory devices to assess the views of people about a brand a package or an ad.
• Focus group guide the researchers about the topics which a questionnaire should cover in a survey.

Abuse of Focus Groups

Focus groups cannot be substitute for surveys, and generally they do. It is the main abuse of the focus groups.

Location for a Focus Group

The location should be convenient and convenient for the participants. There should be good infrastructure such as reception, seating arrangement, enough room so as not to give a feeling of overcrowding, soundproof system, videography facilities and a separate observation room.

Focus group can be held at a private residence, at the client’s office, a hotel, or a facility of the research agency.