In qualitative research, focus groups are a method that leverages interaction among participants to gather insights, particularly regarding shared perspectives and experiences.
Understanding Focus Groups
At its core, a focus group is a planned discussion session involving a small group of people who share similar characteristics relevant to the research topic. Unlike one-on-one interviews, the primary dynamic in a focus group comes from the interaction between the participants.
According to the provided reference, focus groups "use group dynamics to get shared experiences of people with similar characteristics". This means the way individuals react to each other's comments, agree or disagree, and build upon ideas within the group setting is a crucial part of the data collection.
Focus Groups vs. Individual Interviews
A key distinction highlighted in the reference is the difference between focus groups and individual interview studies. While an interview study centers "where the focus is on individuals," focus groups are designed to explore collective views and shared experiences that emerge through group interaction. This allows researchers to observe how opinions are formed, expressed, and influenced within a social context.
Applications of Focus Groups
Focus groups are a versatile tool in qualitative research and can be applied at various stages of a project or development cycle. As the reference states, focus groups can be used to get feedback:
- Before development (formative evaluation)
- During development (formative evaluation)
- After development (summative evaluation)
This makes them valuable for exploring needs, testing concepts, understanding user experiences, evaluating program effectiveness, and gathering reactions to completed products or services.
In summary, a focus group is a qualitative research method that capitalizes on the interaction and shared experiences of a group of individuals with similar traits to gather rich, contextual data on a specific topic, distinct from the individual focus of interviews.
