Focus groups provide insights into what stimulates and motivates your customers. 

Focus groups provide insights into what stimulates and motivates your customers so that you can customise the way that you market to your audience. They can help you explore why your target market is behaving in a particular way. Identify motivations and barriers to purchasing. Test creative, promotional material and assess design ideas
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The vast majority of focus groups remain face-to-face, rather than online, as at their core is being able to interact in depth with the end consumer.