A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.
Focus groups:
Keep track of which questions have and have not been asked and answered
Know how to phrase questions that encourage participants to provide elaborate, detailed (rather than brief) responses
Ask questions that elicit participant’s own views and experiences as opposed to reflecting the convictions of the moderator
Ask one question at a time, verifying unclear responses,
Use follow-ups and probes
Remain neutral by asking open-ended questions and avoiding leading questions
Adapted from Qualitative Research Methods: A Data Collector's Field Guide.
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