Focus groups are a core qualitative research method in which a trained moderator guides a small group of participants through a structured discussion to uncover shared and divergent views on a product, service, concept, or experience. The interactive format encourages participants to build on each other's responses, surfacing insights that might not emerge in one-on-one settings. Widely used in consumer research, brand strategy, and product development, focus groups help enterprise teams understand the language, emotions, and reasoning behind customer behaviour. When conducted rigorously, they provide a strong foundation for hypothesis generation, concept testing, and strategic decision-making across the research lifecycle.