Pienryhmähaastattelu

Pienryhmähaastattelu, or small group interview, is a qualitative research method where a researcher interacts with a small group of participants, typically 6-10 individuals, to gather in-depth information on a particular topic. The group setting is designed to encourage discussion and allow participants to build upon each other's ideas, revealing shared perspectives, attitudes, and behaviors. This method is distinct from a focus group in that the primary aim is not to generate a consensus or explore group dynamics as the main outcome, but rather to observe how individuals express their views within a social context and how these views might be influenced by others.

The researcher acts as a facilitator, guiding the conversation with a set of open-ended questions. The questions are usually designed to elicit rich, descriptive responses rather than simple yes/no answers. The facilitator observes not only what is said but also how it is said, paying attention to non-verbal cues, the interaction between participants, and any emerging themes. Pienryhmähaastattelu is often used in fields like marketing, sociology, and education to explore complex issues, test new ideas, or understand consumer opinions. It can be particularly useful for exploring sensitive topics where individuals might feel more comfortable sharing their views when in the presence of others who hold similar opinions. The data gathered from a pienryhmähaastattelu requires careful analysis, often involving thematic coding and interpretation to identify patterns and insights.