Focus group: A tool for productive Market Research
In the initial stage of ideation or product development, it is imperative to conduct market research so as to identify your consumers’ underlying preferences. Depending on the purpose of the study and the credibility of research data, one can resort to a suitable medium to collect information from prospective customers. Here comes the pivotal role of focus groups. They facilitate direct interaction with the target audience to infer consumer characteristics and identify current market trends.