Focus groups used for the purpose of idea generation, rather than for market verification, can be particularly effective.Focus group are quick and easy to design and use, which is also complemented by site visits.
To access participants' genuine thoughts and beliefs, we should be aware that in most instances people are unaware of the factors that influence their response. They are not able to introspect themselves.
Therefore, we can use indirect methods of tapping into cognition and behaviour. The key is to try and actually bypass the direct voice of the consumer, and pay attention to what people do in the actual field.
(Source: Is Consumer Research Losing Its Focus? by Philip Hodgson)
