What primary marketing research technique uses small groups to delve deeply into a topic of interest?

Focus groups are a primary marketing research technique that utilizes small groups of people to explore attitudes, beliefs, and perceptions about a specific topic or product in depth. This method allows facilitators to gather qualitative data through guided discussions, where participants can express their thoughts, feelings, and experiences. The interaction among group members often leads to richer insights as individuals build upon each other’s ideas, revealing deeper insights into consumer behavior, preferences, and motivations.

In contrast, surveys are typically geared towards collecting quantitative data from a larger population. Pilot studies are preliminary tests of a concept or product aimed at identifying issues before a full-scale launch, while case studies examine specific instances in more detail rather than focusing on group dynamics. Each of these alternatives serves a different purpose in marketing research, highlighting why focus groups are uniquely effective for gaining nuanced understanding through small group discussions.