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Concept
Focus group
Summary
A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are used in market research to understand better people's reactions to products or services or participants' perceptions of shared experiences. The discussions can be guided or open. In market research, focus groups can explore a group's response to a new product or service. As a program evaluation tool, they can elicit lessons learned and recommendations for performance improvement. The idea is for the researcher to understand participants' reactions. If group members are representative of a larger population, those reactions may be expected to reflect the views of that larger population. Thus, focus groups constitute a research or evaluation method that researchers organize to collect qualitative data through interactive and directed discussions.
A focus group is also used by sociologists, psychologists, and researchers in communication studies, education, political science, and public health. Marketers can use the information collected from focus groups to obtain insights on a specific product, controversy, or topic. Used in qualitative research, the interviews involve a group of people who are asked about their perceptions, attitudes, opinions, beliefs, and views regarding many different topics (e.g., abortion, political candidates or issues, a shared event, needs assessment). Group members are often free to talk and interact with each other. Instead of a researcher/evaluator asking group members questions individually, focus groups use group interaction to explore and clarify participants' beliefs, opinions, and views. The interactivity of focus groups allows researchers to obtain qualitative data from multiple participants, often making focus groups a relatively expedient, convenient, and efficacious research method.
Official source
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