Hópviðtöl

Hópviðtöl, also known as focus groups, are a qualitative research method used to gather in-depth information from a group of people about their attitudes, beliefs, opinions, and behaviors. This technique involves bringing together a small group of individuals, typically between six and ten, who are representative of a target audience or market. A trained moderator guides the discussion, posing open-ended questions and facilitating interaction among participants.

The primary goal of hópviðtöl is to explore a topic in detail, uncover underlying motivations, and understand the nuances of consumer perception or group dynamics. Unlike surveys, which provide quantitative data, hópviðtöl generate rich, descriptive insights. They are particularly useful for exploring new product ideas, understanding brand perception, testing marketing messages, or examining social issues.

The moderator plays a crucial role in ensuring that the discussion remains on track, encouraging participation from all members, and probing for deeper understanding. Observations are often recorded through notes, audio recordings, or video recordings, and later analyzed to identify themes, patterns, and key takeaways. While hópviðtöl offer valuable qualitative data, their findings are not statistically generalizable to a larger population due to the small sample size. They are best used in conjunction with other research methods to provide a more comprehensive understanding.