Which description best captures focus groups in audience research?

• A. A method where a small group discusses a media product guided by a moderator to reveal attitudes.
• B. A method where a single expert writes a review.
• C. A technique for color grading.
• D. A rule for episodic pacing.

Answer: (A)

Focus groups are a qualitative research method that uses a small, diverse group of people who discuss a media product under the guidance of a moderator. The aim is to reveal attitudes, perceptions, motivations, and reactions by watching how participants talk about the product, what they notice, and why they feel a certain way. The moderator leads with a discussion guide to prompt opinions, probes for reasons behind responses, and explores how group dynamics shape viewpoints, often uncovering insights people might not express in surveys or individual interviews.

This description fits because it highlights the interactive, moderator-led, group setting and the goal of uncovering attitudes toward a media product. The other options describe a single expert review, a post-production technique, or a pacing rule, none of which capture the group discussion and attitude-revealing focus of a focus group.