Focus Group
Qualitative research
A moderated group discussion (typically 6–10 participants) that generates data from interaction — participants react to and build on each other, surfacing shared norms and disagreements.
A focus group is a facilitated discussion among a small group of participants, typically six to ten, designed to generate data through interaction. Its distinctive value is that participants respond to one another, surfacing shared norms, disagreements and vocabulary that individual interviews would not reveal.
Composition and moderation determine data quality. Groups are usually homogeneous enough that participants feel comfortable speaking freely, and the moderator's task is to keep discussion on topic while preventing dominant voices from silencing others and drawing out quieter participants deliberately.
Run several groups rather than one, continuing until no new themes emerge. Record and transcribe with speaker identification, and analyse the interaction as well as the content. Focus groups are poorly suited to sensitive or highly personal topics, where confidentiality cannot be guaranteed among participants and individual interviews are the better choice.
Where it's used
- Exploring consumer perceptions before questionnaire design
- Community-level views in social research
Software used
Guides that use this concept
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