Focus Groups

• Focus groups are great for idea generation
  - Mini-groups: hard to reach targets or sensitive topics
  - Extended groups: creative development
  - Break-out groups: role play, idea generation and discussion
• Respondents build on each others responses / experiences and develop their thoughts, guiding the development of optimal and meaningful communication strategies
• Also, respondents can complete individual feedback forms. This allows respondents time to consider their response to advertising and give an initial indication of appeal, key likes and dislikes
  - Face-to-face groups allow you to see their reactions, particularly to TV copy / animatics
  - Groups can also work well online with internet-savvy respondents