A market research technique involving moderated discussions with small groups of individuals residing in a specific metropolitan area, gathers qualitative data on attitudes, perceptions, and opinions regarding products, services, or concepts. For example, a company developing a new food product might conduct sessions with local residents to gauge their reactions to different flavor profiles.
This methodology offers valuable insights that quantitative methods may miss, enabling businesses to refine their strategies, messaging, and offerings to better resonate with the target audience. Historically, it has been a crucial tool for understanding consumer behavior in particular geographic markets, assisting organizations in making informed decisions about product development, advertising, and market entry.