A focus group is a research tool in which a small group of people (six to ten individuals) engages in a roundtable discussion of selected topics of interests in an informal setting.
Focus groups sessions are directed by a moderator using a discussion guide with open ended questions which serves to initiate the group's opinions, perceptions, and reactions toward specific issues.
Focus groups provide qualitative information from well-defined target audiences. They offer the opportunity to hear voices behind numbers; they answer to the questions “How” and “Why” by revealing not only how people think but also why they think the way they do. Thus they help understanding the criteria needed for successful laws and policies and they reveal the range of people’s opinions across several groups by comparing data collected. They also provide unique opportunities for politicians, governments’ officials and public figures to develop visions and policies that meet people’s expectations.
Focus groups sessions are conducted in a comfortable non-judgmental environment, and are relatively homogeneous in terms of age, gender, educational level, and other social and demographic traits.
A focus group session requires one to two hours depending on the subject of discussion, as well as the length and depth of the discussion guide.
Many focus group centers are equipped with one-way mirror to allow researchers and analysts to directly observe the group dynamics and interactions without intruding. All focus groups sessions are videotaped for records and credibility. However, focus group materials (discussion guide, notes, DVDs, and tapes) as well as clients’ and participants’ identities are kept confidential. Opinions expressed are never identified with participants’ specific identities.
Following the conclusion of focus groups sessions, a written report is prepared; it generally provides a detailed summary of the findings of the sessions as interpreted and analyzed by the researchers.
What Focus Groups can be used for?