Which method focuses more on gathering external opinions rather than individual insight?

The Focus Group Method is particularly designed to gather collective external opinions rather than focusing on individual insights. In a focus group, a small, diverse group of participants engages in discussion about a specific topic, guided by a moderator. This dynamic encourages participants to share their thoughts, which can spark new ideas and perspectives among the group, highlighting the collective attitudes and feelings toward the product or service in question.

The interaction within the group setting allows for a rich exchange of views, uncovering insights that might not surface in individual interviews or surveys. Participants can react to each other's comments, leading to a deeper understanding of consumer sentiments and motivations. This method is particularly valuable for marketers looking to grasp how different segments of the market perceive a brand, product, or idea as a whole, rather than focusing solely on single data points or individual responses.

In contrast, other methods such as personal interviews center more on one-on-one interactions and individual responses, while surveys typically aim to quantify data from individuals based on preset questions, and observation methods rely on watching behaviors without direct input from the subjects. Each of these approaches gathers valuable data, but the key distinction of the focus group method lies in its emphasis on group dynamics and shared opinions.