It is the research conducted to fully understand and analyze the attitudes, behaviors and habits of the target audience. It is a qualitative research technique. Data from a small population is scrutinized but not subjected to statistical analysis. Its main purpose is; It enables us to indirectly question thought, emotion and behavior patterns and repetitive behavior patterns that we cannot understand with direct inquiry methods, and analyze them with cause and effect relationship.
In focus group studies, groups with various profiles are formed according to the purpose of the research. These groups consist of 6-8 people, and the participants are allowed to express their opinions according to the program prepared in advance, accompanied by a moderator. The aim here is to brainstorm different ideas.