Focus Group

Focus Group discussions bring together 6 to 10 people who meet sampling requirements based on product preferences, usage habits, socioeconomic level, or use of a particular product or service. MASMI Research Group professional moderators conduct focused conversations with them to help reveal their attitudes, feelings, beliefs, experiences and reactions towards certain topics. This discussion usually lasts about 2 hours and is closely monitored and supervised by the moderator, who may intervene at any point, ask additional questions, generally anticipating the flow of the conversation. After the discussion, the moderator prepares a report covering the most interesting aspects of the conversation, notable quotations, research conclusions and, when requested, recommendations. A well-run focus group helps gauge peoples’ attitudes towards new concepts and ideas and may assist in making new concepts more appealing to the general public.