A Focus Group can be thought of as an organized and directed discussion group:

"Organized--five to ten participants are recruited according to an agreed-upon profile (go to live theater at least once a month, drink the same type of beverage, have a similar household income, etc.)

"Directed--lead, by a professional focus group moderator, through a planned-in-advance discussion guide designed to cover topics of interest to the client (what do people know about my product or service, what would they need to hear to make them inclined to buy, etc.).

Depending upon the subject matter and participant qualifications, Focus Groups can be conducted in-person, by telephone, or on-line.