Application of the Fuzzy Cognitive Map to the limitations of focus groups in the commercial environment

Abstract

The study aimed to analyze the advantages and limitations of focus groups applied to market research between 2020 and 2024, in order to propose methodological guidelines that optimize their validity and applicability. The research was conducted using a qualitative and exploratory approach, supported by a systematic review of recent scientific literature. The process was structured in three phases: selection of academic sources, application of inclusion and exclusion criteria, and thematic analysis supported by Fuzzy Cognitive Mapping. This technique allowed for a graphic representation of the causal relationships between the method's limitations and to determine the factors that most influence the validity of the results. The results showed that, although focus groups continue to be essential tools for exploring consumer perceptions and motivations, they present structural weaknesses that limit their generalizability. The analysis using Fuzzy Cognitive Mapping showed that the influence of the moderator constitutes the most determining node within the system of limitations, affecting the authenticity of the responses and the objectivity of the interpretations. It was concluded that the technical training of the moderator, the application of neutrality protocols, and the integration of complementary methods, such as surveys and individual interviews, are key strategies for reducing bias and strengthening methodological validity.