Which research method involves inviting customers to attend a discussion led by market researchers?

• A. Market research
• B. Focus groups
• C. Qualitative research
• D. Primary research

Answer: (B)

Focus groups are a qualitative research method where a small number of customers are invited to join a guided discussion led by a market researcher or moderator. The aim is to explore attitudes, perceptions, and motivations in depth, using the group dynamic to stimulate ideas and reveal how people think about a product, service, or concept. The moderator asks open questions, prompts discussion, and probes for deeper reasoning, capturing both what people say and how they interact with others. This method is ideal for uncovering nuanced insights that might not emerge from individual surveys or one-to-one interviews, because participants can build on each other’s comments and reveal a wider range of views. Because focus groups involve collecting new, in-depth data from participants, they sit under the umbrella of primary research and are a specific qualitative technique.