How can a focus group be best defined?

A focus group is best defined as in-depth qualitative interviews with a small number of carefully selected people. This methodology is utilized to gather diverse perspectives and insights on a specific topic or issue by facilitating discussions among participants who share certain characteristics related to the subject matter. The aim is to probe deeper into participants’ thoughts, feelings, and behaviors, allowing researchers to obtain nuanced qualitative data that may not be easily captured through quantitative methods.

The careful selection of participants is crucial, as it ensures that a range of opinions and experiences is represented, which can lead to richer discussions and more valuable insights. Focus groups typically involve guided conversations led by a moderator who steers the discussion to cover key topics while remaining flexible to explore interesting points that arise. This format contrasts with other methods like surveys, which collect data from larger audiences but do not allow for the same depth of understanding.