Are you developing a new product? Embarking on an advertising campaign? Interested in assessing your customers' needs beyond simple questions and answers? Here's where focus groups - a type of qualitative primary research -- can help.

Focus groups are typically composed of about 10 pre-screened people that meet criteria you specify. They are assembled in one room - either on your site or offsite - to discuss and react to a specific topic relevant to your business.

Meeting offsite has its advantages; facilities designed for focus groups usually have access to cameras to tape the session. Some also have one-way mirrors to the participants can be observed.

The discussion is guided by a moderator. You can either hire an outside moderator or assign the role to someone in your organization-but keep in mind that he or she can't participate beyond moderating.

Focus groups are helpful because the participants can be probed for the reasoning behind their opinions, and conversations can be generated around a particular topic - giving you what's known as "rich data" as opposed to, for example, the finite answers you get from survey questions.

It's best to hold at least two sessions in order to arrive at any sound conclusions.