fokusgruppe

Fokusgruppe, the Norwegian term for focus group, is a qualitative research method in which a small, homogeneous group of typically 6 to 12 participants discusses a product, service, concept, or issue under the guidance of a trained moderator. The aim is to elicit perceptions, attitudes, beliefs, and reactions through open-ended discussion. The method originated in market research and social sciences in the mid-20th century and is often associated with the work of Ernest Dichter.

A moderator leads a semi-structured discussion guided by a set of questions or prompts. Sessions usually last 60 to 120 minutes and take place in a controlled environment to minimize distractions; online variants are also common. Data are collected via audio or video recording and detailed notes. Participants are recruited to reflect relevant characteristics, often using purposive sampling and screening questions. The group is typically 6-12 people, and participants are sometimes drawn from multiple homogeneous subgroups to compare perspectives.

Analysis involves transcribing discussions and applying qualitative techniques, such as thematic analysis, to identify patterns and insights. Findings inform decisions about products, messaging, service design, or policy. Strengths include rich, contextual insights and the way group interaction can generate ideas. Limitations include limited generalizability, potential moderator bias, risk of groupthink or dominance by outspoken participants, and ethical considerations around consent, confidentiality, and privacy. Fokusgrupper are widely used in market research, product development, user experience testing, and public or social research, with online and asynchronous variants expanding their reach and flexibility.