A focus group is a structured qualitative research method in which a trained moderator guides a small group of participants through a discussion designed to uncover shared attitudes, motivations, and reactions. Within qualitative research, focus groups are valued for their ability to generate group dynamics that can surface tensions, contradictions, and consensus that one-on-one interviews may not reveal. Traditionally conducted in person or via video conferencing, focus groups are used across concept testing, brand positioning, packaging research, and consumer behavior studies. Their core strength lies in capturing the social dimension of opinion formation, showing how people influence and respond to each other when discussing a product, brand, or idea.