Fookusrühmad

Fookusrühmad, translated as focus groups, are a qualitative research method used to gather in-depth information on a particular topic or issue from a selected group of individuals. Typically, a focus group consists of 6 to 10 participants who are guided by a moderator through a discussion. The moderator uses a pre-determined set of questions or prompts to explore participants' opinions, attitudes, beliefs, and experiences.

The primary objective of a focus group is to understand the "why" behind people's behaviors and preferences, rather than just the "what." This method is particularly useful for exploring new product ideas, testing marketing messages, understanding consumer perceptions, or delving into social issues. The interactions within the group can stimulate new ideas and reveal nuances that might not emerge in individual interviews.

Participants are usually chosen based on specific criteria relevant to the research question, ensuring they represent a target audience or possess relevant knowledge. The discussions are often recorded, either audio or video, to allow for detailed analysis of verbal and non-verbal communication. Researchers analyze the data by identifying recurring themes, patterns, and significant insights expressed by the group. While focus groups provide rich qualitative data, their findings are not statistically generalizable to a larger population due to the small sample size.