What is the method that uses group discussions led by a moderator to gather diverse perspectives?

The focus group method is a qualitative research technique where a small group of people is engaged in a discussion led by a moderator. This method is particularly effective for gathering a variety of perspectives on a specific topic, product, or service. The group dynamic encourages participants to express their thoughts, ideas, and opinions, which can lead to insights that might not emerge in individual interviews or surveys. The moderator facilitates the discussion, guiding the conversation while allowing for free flow of ideas, which can uncover deeper insights into consumer behavior, motivations, and preferences.

This method is highly valuable in marketing research because it captures the nuances of group interaction, providing a richer context to consumer perceptions and attitudes than more structured methods might allow. It helps marketers to identify trends, common themes, and differing viewpoints, which can inform product development, messaging strategies, and positioning in the market.

While the other methods listed can also provide valuable data, they each operate differently and may not capture the same depth of understanding that focus groups can. For instance, observation methods rely on watching behaviors without direct interaction, personal interviews are one-on-one and may not reflect the diverse viewpoints of a group, and surveys often provide quantitative data without the opportunity for in-depth discussion.