What does the 'focus group' method involve?

The focus group method primarily involves collecting diverse perspectives from a group discussion. In this qualitative research approach, a facilitator guides a small group of participants through discussions on a particular topic, issues, or products. This setting allows individuals to express their thoughts, feelings, and opinions while interacting with others, resulting in a rich exchange of ideas and insights.

This method is valuable because it enables researchers to capture the nuances of group dynamics and how opinions may influence one another. The insights gathered from focus groups can provide deeper context and understanding of complex behaviors, societal trends, or consumer preferences that may not be uncovered through quantitative methods. Such discussions can highlight trends, generate new ideas, and reveal the reasoning behind participants' views as they respond to each other in real-time, providing a depth of information that surveys or other methods may lack.