Are you curious about how businesses stay ahead of the game in understanding their customers? In this interactive video, we'll delve into the world of focus groups, a primary method of market research used to gain insights into customer preferences and opinions. The main example is Insights Marketing Consultancy in Edinburgh. Founded in 2011, Insights Marketing Consultancy specialises in connecting businesses with their target audience through various research methods such as focus groups, in-home interviews, and online communities.

We'll explore the ins and outs of focus groups, which typically bring together a small group of 6-20 people to provide feedback on a product, service, concept, or marketing campaign. We'll see how a large confectionery company is using focus groups to gain insights into the response to a new chocolate bar flavour.

By the end of this video, you'll have a solid understanding of how focus groups work, their advantages and disadvantages, and how they help businesses stay attuned to their customers' needs and preferences. So buckle up, and get ready for an informative journey into the world of focus groups.