Focus group (FG) interviewing is perhaps the most frequently used form of marketing research. FGs allow clients to gain a deeper understanding of why people feel a certain way about a particular topic of concern. They are also great for putting to test one’s hypothesis or generating new ones before conducting more extensive quantitative studies.  FGs are also used for piloting a promotional scheme. They produce fast results and are relatively cheap to conduct. The results they produce, however, are not statistically reliable. FGs should never be confused with a probability sample. They do, nevertheless, produce data that can be analyzed and are great for raising new questions, generating innovative ideas, and developing general intuitions.