unstructured group interview technique where 8 to 12 people are brought together, under the guidance of a trained interviewer, to focus on a specific concept, product, or subject. Advertisers use the focus group during the advertisement development phase as an exploratory marketing tool. When the interview is led by a skilled moderator, the group dynamics will generate ideas and provide insights into consumer reactions and perceptions. The focus group interview requires a great deal of expertise on the part of the moderator, who will introduce the subject and encourage the group to discuss it. Groups are composed of users and potential users of products of all ages and both sexes.