Fókusstefna

Fókusstefna, also known as focus group, is a research methodology used to gather in-depth qualitative data from a small, representative sample of a larger population. The primary goal of a focus group is to understand the attitudes, opinions, and behaviors of a specific group of people regarding a particular topic, product, or service. This method is widely used in market research, social sciences, and public policy to gain insights that can inform decision-making and strategy development.

A typical focus group session involves a moderator leading a discussion with a group of participants, usually ranging from 6 to 12 people, who share similar characteristics or experiences related to the topic of interest. The moderator guides the conversation, ensuring that all participants have an opportunity to express their views, while also steering the discussion towards specific areas of interest. The session is often audio-recorded and later transcribed for analysis.

The advantages of focus groups include their ability to generate rich, detailed data, their flexibility in exploring complex topics, and their cost-effectiveness compared to other research methods. However, focus groups also have limitations, such as the potential for group dynamics to influence responses, the difficulty in achieving a truly representative sample, and the challenge of generalizing findings to a larger population.

In summary, fókusstefna is a valuable tool for understanding the perspectives and experiences of specific groups, providing valuable insights that can drive informed decision-making and strategy development.