Focus group meetings are meetings of people recruited among the target audience to gauge the attitude and habits of consumers regarding products and services. In this method, 6-8 people from similar demographic backgrounds come together with a moderator and the subject of research is discussed in this environment.  One of the most important characteristics of these discussions is new and different ideas arising regarding the subject as a result of the interaction of respondents and the group dynamics.

Focus group meetings make it possible to reach rich and varied information in situations where there are time and budget constraints. But they are never recommended as a replacement for quantitative research. Qualitative research supports quantitative research, it doesn’t replace it.