What qualitative research method involves asking a group about their perceptions and attitudes towards a product?

The focus group method is a qualitative research technique that gathers diverse perspectives about a product from a group of participants. This approach allows for in-depth discussion and interaction, enabling researchers to explore the perceptions, attitudes, and motivations of individuals regarding a product. Participants can react to each other's comments and build on ideas, leading to richer insights than what might be captured through individual methods.

Focus groups typically consist of a small number of participants who share a common characteristic relevant to the research question. The researcher facilitates the discussion, guiding it to elicit comprehensive opinions and feelings about the product in question. This collaborative environment encourages open dialogue, making it easier to uncover nuanced views and collective sentiments that may not be captured through other research methods.

The other methods listed have distinct approaches that do not focus on group interaction in the same manner. Surveys primarily gather data through structured questions, often limiting the depth of understanding of individual attitudes. Case studies are in-depth examinations of a particular instance or situation, not suited for eliciting group perceptions. Interviews provide direct insights from individual participants but lack the dynamic exchange found in group settings. Thus, a focus group uniquely leverages group dynamics to provide a comprehensive understanding of customer perspectives.