Valeria Berrondo^1,, Adriana Gámbaro¹

For more than 30 years, the Focus Group methodology has been used for numerous types of research on the most varied topics. Until very recently, the Focus Groups were considered a mature methodology with just a few genuine innovations. But in the last decade, innovations have started to emerge, such as the Focus Group integration with other techniques such as projective mapping and projective and creative techniques to improve data generation and for co-creation of ideas and product development. Moreover, a key limitation of the Focus Groups is the need to identify, recruit and gather a group of people in only one place for discussion. Technology has reduced, if not completely eliminated, this limitation and has allowed a wider use of Focus Groups in a world available for the internet.

creative focus group, consumers in product development, digital platforms, projective mapping, projective techniques