Final answer:
In focus groups, qualitative data is primarily gathered to gain insight into consumer behaviors and preferences. This data delves into descriptive understandings, including opinions, emotions, and personal narratives, which guide businesses in refining products or services.
Step-by-step explanation:
In a focus group, the kind of data that is usually gathered about consumer reactions is C) Qualitative data. Focus groups are typically used to obtain in-depth insights into consumer behavior, preferences, and experiences. This data is used to understand not just what consumers do, but also why they do it. For instance, a focus group might explore why consumers prefer one brand over another or how they perceive a new product's design. Unlike quantitative data, which includes numerical and statistical information, qualitative data consists of detailed descriptions usually expressed in words. Demographic data, which includes information such as age, sex, and race, is also often collected, but it is not the primary data of interest in focus groups.
Qualitative research methods like focus groups can delve into topics such as the emotions triggered by a product or participants' personal narratives surrounding a given brand. These rich, descriptive outcomes help businesses and researchers understand the context of consumer decisions and refine their product or service offerings accordingly. Examples of qualitative data include participants' opinions, emotions, and preferences, often leading to valuable insights that cannot be quantified statistically.