Customer Insights, Inc. operates a facility that recruits 8 to 10 consumers and screens them on criteria such as relevance to the target segment or usage in a product category. What type of research is Customer Insights, Inc. engaging in?

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Customer Insights, Inc. is engaging in the research method known as focus groups, where a small group of individuals is brought together to discuss their perceptions, attitudes, and opinions about a product or service. The company screens the participants to ensure that they meet certain criteria, making the focus group more relevant to the target segment.