The most popular and long lived qualitative method, focus groups, when smartly designed and creatively conducted, can, no doubt, provide invaluable information. You will find focus groups most helpful when your goal is to record opinions, beliefs, attitudes from different consumer segments in a time efficient, yet more profound manner that reflects real life social dynamics. Consider running focus groups to gain an insightful overview of the market, understand brand dynamics, or test new ideas and products, to collect feedback that will help you fine tune your proposition.

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