Focus group is an important and valuable instrument for data gathering in advertising. In this article we present some particularities of applying this method in consumer behavior studies. We illustrate the main steps in planning and unfolding a focus group by examples from a project of developing a promotion campaign. We concentrate mainly on the process of implementing focus group (developing a questioning guide and proposing alternative modalities ï¿½ projective techniques or group activities ï¿½ to gather information).
KEYWORDS: focus groups, advertising, consumer behavior research, topic guide, questioning route.