# Focus Groups

Focus groups are guided discussions with a selected group of individuals to gather opinions on a specific topic or product. Moderators lead the conversation, capturing insights and feedback for analysis.

[**The Real-World Role of Focus Groups in Modern Marketing**](/content/insights/advertising-and-marketing-research/the-real-world-role-of-focus-groups-in-modern-marketing/index.html)  
Why human dynamics still matter and how practitioners are evolving the method for an AI-accelerated era.

**Ashley Shedlock**  
Content Producer at Greenbook  
December 23, 2025  
[Read article](/content/insights/advertising-and-marketing-research/the-real-world-role-of-focus-groups-in-modern-marketing/index.html)

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[**Online vs. In-Person Focus Groups: Which Delivers the Best Value for Your Research?**](/content/insights/focus-groups/online-vs-in-person-focus-groups-which-delivers-the-best-value-for-your-research/index.html)  
Compare online and in-person focus group costs, trade-offs, and ROI. Learn when each delivers better insights—and how to maximize value in both format...

**Ashley Shedlock**  
Content Producer at Greenbook  
November 28, 2025  
[Read article](/content/insights/focus-groups/online-vs-in-person-focus-groups-which-delivers-the-best-value-for-your-research/index.html)

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[**The Advantages and Limitations of Online Focus Groups: Insights from Industry Experts**](/content/insights/focus-groups/the-advantages-and-limitations-of-online-focus-groups-insights-from-industry-experts/index.html)  
Four qualitative leaders share how to balance convenience, cost, and connection in online focus groups—and what comes next with AI and hybrid qual.

**Ashley Shedlock**  
Content Producer at Greenbook  
October 31, 2025  
[Read article](/content/insights/focus-groups/the-advantages-and-limitations-of-online-focus-groups-insights-from-industry-experts/index.html)

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[**The Rise of Online Market Research in APAC: Advantages of Doing Different types of Market Research Studies Online**](/content/insights/focus-on-apac/the-rise-of-online-market-research-in-apac-advantages-of-doing-different-types-of-market-research-studies-online/index.html)  
The market research industry in the Asia Pacific region is undergoing an exciting transitional phase. It is steadily making a much-needed transition t...

**Sandeep Singh**  
Managing Director, APAC at InnovateMR  
August 31, 2023  
[Read article](/content/insights/focus-on-apac/the-rise-of-online-market-research-in-apac-advantages-of-doing-different-types-of-market-research-studies-online/index.html)

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[**Breaking Out of the Box: Leveraging New Technology with Randall Beard**](/content/podcast-network/the-greenbook-podcast/breaking-out-of-the-box-leveraging-new-technology-with-randall-beard/index.html)  
  
**Karen Lynch**  
Chief Programming Officer at Greenbook  
March 9, 2023  
[Play Episode](/content/podcast-network/the-greenbook-podcast/breaking-out-of-the-box-leveraging-new-technology-with-randall-beard/index.html)

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[**The Greatly Maligned Focus Group**](/content/insights/gain-retain/the-greatly-maligned-focus-group/index.html)  
May I begin by recommending a marketing podcast entitled ‘Black T-Shirts’ that celebrates the intersection between creativity and marketing. The po...

**Ken Roberts**  
Chief Innovation Officer at Forethought  
November 10, 2022  
[Read article](/content/insights/gain-retain/the-greatly-maligned-focus-group/index.html)

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[**Neuroscience in Market Research: Beyond the Hype**](/content/insights/market-research-trends/neuroscience-in-market-research-beyond-the-hype/index.html)  
In 2011, neuroscientist T. Sigi Hale PhD was principal researcher (known in academia as principal investigator) leading a National Institute of Health...

**Hunter Thurman**  
President at Alpha-Diver  
November 3, 2022  
[Read article](/content/insights/market-research-trends/neuroscience-in-market-research-beyond-the-hype/index.html)

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[**How Video Insights Help Brands Connect with Target Consumers**](/content/insights/insights/how-video-insights-help-brands-connect-with-target-consumers/index.html)  
Market researchers have a lot of tools to gather insights, but video is one of the most powerful—and least adopted. In the past, acquiring video insig...

**Marina Ilishaev**  
Vice President, Product Marketing at Suzy  
October 24, 2022  
[Read article](/content/insights/insights/how-video-insights-help-brands-connect-with-target-consumers/index.html)