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Focus Group Dynamics

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Focus Group Dynamics

In market research, focus group dynamics is a term which refers to the way individuals interact with and relate to others in a group situation. It is relevant in focus groups, in that a skilled moderator must be able to manage these relationships between individuals and ensure that the discussion remains relevant and engaged.

Group dynamics are also increasingly important in terms of understanding decision-making behaviour in an age of mass consumerism and constantly emerging new technologies; group dynamics has implications to do with why some products or services are taken up on mass and some are not though they may only be very slightly different in their offering. In addition, the concept is at the heart of many social problems such as racism and discrimination.

DJS Research Ltd utilise the concept of group dynamics in several different settings, including customer insight, branding, consumer research and social research among others.

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