Focus Groups

What is a focus group?

A focus group is a so-called qualitative research method that involves a small, diverse group of individuals who are brought together to discuss and provide feedback on a specific topic, product, service, or concept. It is a structured discussion led by a moderator who guides the conversation and encourages participants to share their opinions, experiences, perceptions, and ideas.

Key characteristics of a focus group include:

1. Small Group: Typically, a focus group consists of 6 to 10 participants to ensure active participation and meaningful interactions. However, group sizes can vary depending on the research objectives.
2. Targeted Participants: Participants are carefully selected based on specific criteria relevant to the research topic. They may share common characteristics, such as demographics, preferences, behaviours, or experiences, to ensure diverse perspectives.
3. Moderator-led Discussion: A skilled moderator leads the discussion, following a predetermined set of questions or topics. The moderator encourages open and honest responses, manages group dynamics, and ensures that all participants have an opportunity to express their views.
4. Interactive Environment: Focus groups provide an interactive setting where participants can engage in conversations, exchange ideas, build upon each other’s comments, and share diverse viewpoints. This allows for a deeper exploration of the topic.
5. Qualitative Insights: The primary objective of a focus group is to gather qualitative data, capturing participants’ opinions, beliefs, attitudes, and emotions. These insights help researchers gain a deeper understanding of consumer preferences, perceptions, motivations, and decision-making processes.
6. Non-Generalizable Results: Findings from focus groups are typically not intended to represent the entire population. Instead, they provide valuable qualitative insights that can guide further research, product development, marketing strategies, or decision-making processes.

Focus groups are often used in market research, product development, social sciences, and other fields where understanding human experiences and perspectives is crucial. They offer a valuable platform for collecting rich qualitative data and uncovering nuanced insights that quantitative methods may not capture.