focusgroup

A focus group is a small, diverse group of people assembled to discuss a product, service, or issue, guided by a moderator. The goal is to gain qualitative insights into perceptions, opinions, feelings, and attitudes that may not be accessible through surveys alone. Focus groups are commonly used in market research, product development, advertising, and policy analysis.

Sessions are usually conducted with 6 to 12 participants and last about 60 to 90 minutes. Participants are selected based on recruitment criteria relevant to the research topic and are often screened for demographics, usage patterns, or experience. A trained moderator leads the discussion using a semi-structured guide with open-ended questions and prompts. The setting can be in-person or online, and sessions are typically audio or video recorded for later transcription and analysis. In some cases, a secondary moderator assists with note-taking and managing group dynamics.

Data analysis involves identifying common themes, patterns, and divergent views in the discussion. Researchers code the transcripts and synthesize findings into actionable insights, such as preferred features, attitudes toward messaging, or potential product concepts. Outputs may include quotes, summaries, and recommendations for product design, marketing strategy, or communications.

Advantages of focus groups include rich, contextual data and the ability to observe group interaction and idea generation. Limitations include potential non-representativeness, moderator bias, social desirability effects, and the influence of dominant participants. Ethical considerations include informed consent and privacy of participants. Variations include online focus groups, mini-groups, and dual-moderator setups.