Glossary

FOCUS GROUP INTERVIEW is a research interview format in which a trained, objective moderator facilitates respondents" discussion of a given topic.

Focus groups are useful for examining subject's responses to concepts and strategies, such as advertising campaigns.

A "focus group interview" in the travel, transport, and hotel context is a research method that involves gathering a small group of people together to discuss and provide feedback on a specific topic or product. The group is typically moderated by a researcher or facilitator, who guides the discussion and encourages the participants to share their thoughts and opinions.

For example, a hotel might conduct a focus group interview to gather feedback on a new room design or service concept. Similarly, a transportation company might conduct a focus group interview to gather feedback on a new route or fare structure.

Focus group interviews are a valuable tool for gathering qualitative data, as they provide a way to gather in-depth feedback and insights on a specific topic. They are often used by companies in the travel and transportation industry to gather customer feedback, identify customer needs and preferences, and to improve their products and services.

The interviews usually are conducted in person, but due to the current pandemic, focus group interviews are increasingly conducted online, using tools such as video conferencing, instant messaging or social media, to gather feedback and insights from customers and guests.

Focus group interviews can also be used to gather feedback on marketing campaigns, website design, and other areas of the business.