Design & Development Knowledge Base
Focus Group
Focus groups are a common tool used for market research. A focus group usually consists of a small group of people within the target market of the concept being tested. A facilitator guides the group through discussion or interaction with the concept. These events can be very valuable because of the outside opinions they provide, and because of the ability to use the session to evaluate the group's emotional responses to the products or experiences being tested.
Focus groups can be used to compare a variety of concepts prior to production, for getting insight into the color scheme preferences of the target market, and for answering any number of other questions involving the target market's response.
Slingshot Product Development Group supports its clients' focus groups by providing appearance models, concept renderings, and other materials as needed. We can also connect our clients with focus group companies appropriate for their needs.
See also: Market ResearchEthnography, Design Research
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