Fookusgrupp

Fookusgrupp is a term used in several Scandinavian languages to describe a small, guided discussion among people about a product, service, or concept. In English this is called a focus group. It is a qualitative research method designed to explore perceptions, opinions, beliefs, and motivations.

A typical fookusgrupp comprises about six to twelve participants who are selected to reflect the target audience or user segment. The session is led by a trained moderator who follows a semi-structured moderator guide with open-ended questions. Discussions usually last 60 to 90 minutes and are often recorded for transcription and analysis.

Process and analysis often include planning, recruiting and screening participants, developing discussion guides, conducting sessions, transcribing, and identifying themes. Analysts employ qualitative methods, such as thematic analysis, to uncover patterns, contrasts, and underlying drivers behind participants’ views.

Variants of the method include in-person focus groups and online formats, such as live video sessions or asynchronous online discussions. The setting encourages interaction among participants, which can surface ideas and attitudes not captured in individual interviews.

Applications span product development, branding and concept testing, user experience research, and public or policy research. Benefits include rich, contextual insights and the opportunity to observe group dynamics; limitations include non-representative samples, potential moderator bias, social desirability effects, and limited generalizability to a larger population.

Ethical considerations involve informed consent, confidentiality, and fair compensation. Fookusgrupp is often used alongside other research methods to triangulate findings.