Focus Group Discussion (FGD) is a qualitative research methodology where subjective opinions and perceptions of a small-targeted group of consumers on a certain topic are elicited. It is insightful and provides immediate information to decision makers.

The FGD can be used to gather information on acceptability and usability of new or re-launched products or services, reactions to new advertising campaigns or specific advertisements, or consumer perceptions of a whole product class.

The FGD makes use of a small group of consumers (6-8 per group/10-12 per group) in a seemingly freewheeling fashion about a particular topic. Using various projective techniques and qualitative exercises, the subject matter is discussed in-depth. A well trained moderator leads the discussion that usually takes at most 2 hours with the aid of a discussion guide.