Kohderyhmäkeskustelua

Kohderyhmäkeskustelu, known in English as focus group discussion, is a qualitative market research method. It involves gathering a small group of people, typically six to ten individuals, who represent a specific target audience. The purpose of these discussions is to elicit in-depth insights, opinions, and attitudes from the participants regarding a particular product, service, concept, or marketing campaign.

A trained moderator guides the discussion, posing open-ended questions and facilitating interaction among the group members. The moderator's role is to ensure that all participants have an opportunity to share their views and to probe deeper into their responses. The discussions are usually recorded, either through audio or video, to allow for later analysis.

Kohderyhmäkeskustelu is valuable for understanding the "why" behind consumer behavior. It can reveal underlying motivations, perceptions, and emotional responses that might not be captured through quantitative methods like surveys. This information can be used to inform product development, refine marketing strategies, test advertising concepts, and identify potential issues before a larger launch. The group dynamic can also spark new ideas and uncover unexpected perspectives as participants build upon each other's comments. While it provides rich qualitative data, it's important to note that the findings are not statistically generalizable to the entire target population due to the small sample size.