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.

• Groups can also work well online with internet-savvy respondents, particularly for early concept/idea evaluation.
• Respondents build on each other's responses/experiences and develop their thoughts, thus helping the development process.
• They can also be an invaluable tool to help screen out product prototypes and to determine the physical and tactile characteristics of the product.