What is the purpose of a focus group in primary research?

• A. A focus group collects numerical data from a large population.
• B. A focus group gathers detailed opinions from a small group of the target audience through discussion.
• C. A focus group records continuous video footage for archival purposes.
• D. A focus group assesses product performance through usability testing.

Answer: (B)

In primary research, a focus group aims to gather detailed opinions and attitudes from a small group of the target audience through guided discussion. This setup lets participants speak in their own words, respond to one another, and reveal motivations, concerns, and nuances that numbers alone can miss. A moderator steers the conversation, probes topics, and notes the dynamics to uncover rich context and language the audience uses, providing insights into how people think and feel about a topic or product.

This approach contrasts with collecting numerical data from a large population, which is the realm of quantitative surveys. It also isn’t about recording continuous video for archives, nor is it primarily about evaluating product usability, which relies on tasks and measured performance rather than open discussion.