Final answer:
Focus groups are used to gather qualitative data about consumer reactions such as detailed feedback, opinions, beliefs, and feelings, which help understand consumer behavior and preferences.
Step-by-step explanation:
Focus groups are commonly used to gather in-depth qualitative data about consumer reactions. This type of data includes detailed feedback, opinions, beliefs, and feelings of participants regarding products, services, or concepts. The process often involves in-depth interviews, discussions, and analysis of content sources to explore the subjective experiences of the participants. Though it also has the capacity to collect quantitative data, focus groups are primarily valued for their ability to elicit rich, narrative information that may not be captured through surveys or questionnaires alone. The qualitative data gathered can provide insights into consumer behavior, preferences, motivations, and the socio-cultural context that affect purchasing decisions. It is important to note that while focus groups can capture what people think and believe, these insights may not always directly correlate with actual behaviors in real life.