What is the focus of a focus group during discussions?

A focus group is primarily designed to gather qualitative insights from a group of participants who share common characteristics or experiences related to a specific topic. When it comes to discussions, the emphasis is typically on understanding customer perspectives on specific products or services. This method allows for in-depth exploration of participants' opinions, perceptions, and attitudes, thereby providing rich, detailed information that can inform product development, marketing strategies, or service enhancements.

In the context of a focus group, capturing customer perspectives is vital because it helps organizations understand how their offerings are perceived by potential and existing customers. This can lead to more informed decision-making that aligns products and services with market needs and preferences, ultimately leading to greater customer satisfaction and loyalty.