Focus Group Definition
A focus group is a research technique used to collect data through open-ended, face-to-face discussions with a small group of people. The purpose of a focus group is to gather information and insights about a particular topic or issue from the perspectives of those who have direct experience with it.
Focus groups are usually conducted by professional moderators who guide the discussion and ensure that it stays on track. participants are typically recruited from among the target audience for the research. For example, if a company wants to learn more about how mothers feel about its new baby food product, it would recruit a group of mothers to participate in a focus group.
The focus group moderator begins the session by asking general questions about the topic under discussion. This is followed by a more focused discussion in which participants are encouraged to share their thoughts, feelings, and experiences related to the topic. The moderator may also ask participants to react to specific stimuli, such as advertisements or product prototypes.
Focus groups usually last for one to two hours, and they are often recorded so that researchers can go back and review the data later. Data from focus groups can be analyzed qualitative or quantitative methods, or both.
