The purpose of focus groups are to explore a particular subject in-depth, understand concepts, gain insights into people’s perceptions, attitudes, and behaviours, and generate a rich understanding of their experiences related to the topic. By engaging participants in a group setting, focus groups aim to capture a diverse range of perspectives and encourage participants to build upon each other’s ideas.
Typically, a trained newfocus moderator facilitates the focus group session, guiding the discussion and ensuring that all participants have an opportunity to contribute. The moderator follows a predetermined set of questions or discussion topics while also allowing for spontaneous conversation and follow-up questions. Focus groups can be conducted in a natural setting or behind a mirror in a purpose designed focus room.
The participants in a focus group are selected based on specific criteria relevant to the research objectives. They may be chosen to represent a particular demographic, such as age, gender, occupation, or shared experiences related to the topic, or a specific target audience important to the client. The group composition should foster a comfortable environment where participants feel free to share their thoughts openly.