Focus groups involve interviewing groups of people to obtain qualitative feedback and insights. There are three main reasons for conducting focus groups: 1. They provide immediate feedback on new products, strategies, or other topics that can help identify areas for improvement. 2. They help understand customer requirements and needs that may not be addressed by a company or its competitors. 3. They allow participants to interact with each other, which can generate new ideas and lead to more in-depth discussions than individual interviews.