Focus groups in business research are primarily used to:

Focus groups in business research are primarily utilized to gather qualitative insights through facilitated discussions among a selected group of participants. This method allows researchers to explore participants' opinions, feelings, and attitudes towards a product, service, or idea in a dynamic and interactive setting. By engaging participants in a conversational format, focus groups produce rich, nuanced data that can reveal the motivations behind consumer behavior, as well as uncover themes and trends that might not be apparent through quantitative methods.

The nature of focus groups allows for follow-up questions and deeper exploration of topics, providing insight into how individuals perceive and interpret various subjects. This qualitative approach is particularly effective for understanding complex issues where numeric data alone would not provide a complete picture. Focus groups complement other research methods by adding depth and context, which can be pivotal in making informed business decisions.