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Published in:
2010 | OriginalPaper | Chapter
Focus Groups (And Variations)
Authors : Keith Goffin, BSc (DUNELM), MSc, PhD, Fred Lemke, BCom (HONS), MBA, PhD, Ursula Koners, BA (HONS), DIPLOM-BETRIEBSWIRT (FH), PhD
Published in: Identifying Hidden Needs
Publisher: Palgrave Macmillan UK
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Most companies which want to listen to the voice of the customer rely either on surveys and one-to-one interviews or focus groups. The term focus groups derives from the term focused group discussion2: groups of people with sufficient know-how, or a group of current and/or potential customers engage in a relatively unstructured discussion on a selected topic related to a product or service. Members of focus groups are usually individually recruited, based either on their personal experience of the topic of interest, or simply their willingness to participate in the focus group.