What is the main purpose of a focus group in market research?

The main purpose of a focus group in market research is to gather customer opinions through guided discussions. Focus groups provide an informal setting where participants can discuss their thoughts, feelings, and perceptions about a product, service, or concept. This qualitative research method allows marketers to delve deeper into consumer attitudes and motivations, enabling them to gain a rich understanding of how a target audience perceives a brand or product.

The interactive nature of focus groups encourages participants to build on each other's ideas, leading to insights that might not surface through quantitative methods like surveys. This depth of feedback can be invaluable when exploring new product ideas, identifying customer needs, or assessing potential market reception. The facilitation by a moderator ensures that discussions remain focused and relevant, allowing for the exploration of specific topics in detail.

Other options do not align with the primary function of a focus group. Collecting sales data from a large number of consumers typically involves quantitative research methods, while product testing with industry experts is more structured and formal than a focus group's exploratory discussions. Lastly, developing advertising campaigns based on popular trends may inform strategy but does not represent the primary aim of gathering in-depth consumer insights that a focus group seeks to achieve.