What is the purpose of a focus group?

A focus group is specifically designed to gather opinions, attitudes, and insights from participants through guided discussion. This qualitative research method is valuable for understanding how individuals feel about specific topics, such as products, services, or political candidates. By encouraging dialogue among group members, facilitators can identify trends, themes, and different perspectives that may not surface in individual surveys or interviews.

Furthermore, the interactive nature of focus groups allows for a deeper exploration of participants' thoughts and feelings as they respond to each other's ideas. This dynamic can reveal motivations, preferences, and nuances in opinion that are particularly useful for decision-making in marketing, product development, and policy formation. The goal is to capture a wide range of insights that can inform strategies or initiatives based on real feedback from the target audience.