One of the major reasons that the focus group is such a popular research vehicle is that it permits a group of people who were recruited based on common demographics, attitudes or product usage behavior to talk among themselves in a controlled environment about a topic of interest to the client organization. The dynamics that occur in the room between the moderator and the participants, and among the various members of the group provide the energy for the discussion and the ability to understand different views about key areas of interest to marketers.