As the agricultural economics profession increasingly strives to find relevant and useful approaches for addressing a broad array of research questions, particularly in terms of agribusiness research, there will be a growing need to adopt a wide set of research methods and methodologies. Historical research strategies typically emphasized by agricultural economists have focused primarily on surveys, archival/secondary data and econometrics. However, these approaches are, at times, limited in their applicability and scope relative to some of the research questions that have the greatest priority for agribusiness researchers and their clientele. Some of the research methods now being more widely used by agribusiness-oriented agricultural economists are more qualitative, as is already evident with a growing acceptance of case studies within the profession. This paper discusses an additional qualitative approach that has substantial potential for agribusiness research - focus groups.