Why women chose color of husband’s car

Why do we buy certain products or choose certain brands?

This is the sort of question advertisers have always asked, and there are no easy answers. However, there is a handy tool that helps companies explore this and similar questions, and it’s called the focus group.

Focus groups have been widely used by organizations and individuals to find out how their products and ideas will be received by an audience. From the usage of household products to a politician’s popularity, almost everything can be explored with this technique. But how are focus groups put together? And how did they come about in the first place? Hector Lanz explains how focus groups work.