A focus group is a qualitative research method that involves gathering a small group of people, typically between 6 to 10 participants, who share certain demographic traits relevant to the research topic. These participants engage in a moderated discussion about a specific subject, product, service, or concept to provide insights based on their feelings, perceptions, attitudes, and experiences
. The group discussion is guided by a skilled moderator who ensures the conversation stays focused on the topic while encouraging open interaction among participants. This interaction often reveals deeper insights and ideas that might not emerge in one-on-one interviews or surveys
. Focus groups are commonly used in marketing, social sciences, user research, and other fields to explore complex behaviors, test new products, understand customer needs, and gather feedback on concepts or services
. Key features of focus groups include:
- Small, demographically selected participants
- Moderated, interactive group discussion
- Exploration of attitudes, beliefs, and perceptions
- Qualitative data generation through group dynamics and conversation
They are valued for providing nuanced, natural feedback and for sparking ideas through group interaction, making them useful for exploratory and diagnostic research purposes
