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Focus Groups

Research of this sort is mostly done face-to-face. One of the best-known techniques is market research group discussions (or focus groups). These are usually made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the required questions, draw out answers, and encourage discussion, and an observation area usually behind one way mirrors, and video and/or audio taping facilities.

In the world of marketing, focus groups are seen as an important tool for acquiring feedback regarding various topics including concept tests, product tests, advertising tests and exploratory research. In particular, focus groups allow marketers wishing to develop, package, name, or test market a new product, to discuss, view, and/or test the new product before it is made available to the public. This can provide invaluable in-depth information about the potential market acceptance of the product. Research Bureau International provides state of the art group viewing facilities with one way mirror and high resolution video recording equipment.