Product Description

* An interactive group discussion lead by a moderator. * Unstructured (or loosely structured) discussion where the moderator encourages the free flow of ideas. * Usually 8 to 12 members in the group who fit the profile of the target group or consumer but may consist of two interviewees (a dyad) or three interviewees (a triad) or a lesser number of participants (known as a mini-group) * Usually last for 1 to 2 hours. * Usually recorded on video/DVD. * May be streamed via a closed streaming service for remote viewing of the proceedings. * The room usually has a large window with one-way glass - participants cannot see out, but the researchers can see in Inexpensive and fast. * Can use computer and internet technology for on-line focus groups. * Respondents feel a group pressure to conform. * Group dynamics is useful in developing new streams of thought and covering an issue thoroughly.