Focus groups are valuable because they allow alternative ways of obtaining information from consumers without using surveys, which tend to only produce quantitative data. Focus groups utilize qualitative data collection methods. During the focus group the participants are able to interact, influence and be influenced, giving actionable insight into the participants knowledge of your brand, products, or services.
Focus groups have a distinct advantage over other types of market research because they are flexible by design. You can listen to someone’s tone and view their body language to better understand how they feel about a particular subject. An experienced moderator, who prepares well, will act as an intermediary for the decision-makers and take advantage of the ability to talk to customers directly.