Using focus groups for research involves creating an atmosphere that invites honest feedback through open-ended questions and engagement between participants. It is important to have clearly defined objectives for the types of questions, words, and correlations being examined, as well as the methodology for analysis and tools used. Objectives should be made simple, singular, linear, and focused for both participants and analysts. The research should be customized through unique collection, analysis, presentation, and reporting methods. Finally, focus groups must be moderated by experienced, objective, and intuitive individuals so the client receives clear answers and recommendations based on the data.