What They Are and How to Use Them to Gain a Competitive Advantage. What They Are and How to Use Them to Gain a Competitive Advantage. Most folks have no idea of their value, and can't understand how three groups of eight people can represent the target market. Well, George, let me try to answer that. The focus group is probably one of the most misunderstood, misportrayed, and misused of market research tools.
Some people expect focus groups to yield hard data.
It happens, but very infrequently. You don't have to, unless you like wasting time and money. So, here's a primer, to dispel some myths, and guide you to smart usage of focus groups. Qualitative research allows the interviewer to ask questions, and then probe the answers-in great detail, if need be. And so on.