Focus Group Qualitative Research refers to the process of carrying out a research study involving a specific group of people who share a common characteristic, in this case being focused on a specific subject matter.

A focus group is a form of qualitative research that is conducted with a small number of people and involves having them discuss specific issues in the presence of a moderator. Another qualitative research method is a focus group which is designed to elicit information and views from people related to a certain area of interest.

A focus group is where the researcher compiles a group of between 6-12 participants and then proceeds to ask them questions concerning a particular issue or subject of interest to the researcher. These are the kinds of questions that can be answered with elaboration of the participant’s viewpoints, experiences, beliefs etc.

Some key characteristics of focus groups:

Facilitated Discussions: A trained moderator helps facilitate the debate by posing questions and ensuring that everyone gets his or her say.

Small Group Size: A group is usually comprised of 6-12 members, therefore, making the group size manageable, yet large enough to allow for diversity. This helps to combine different opinions while keeping the amount of messages reasonable.

Focused Topic: All the questions are based on a particular problem, product, service, etc., which is what makes the focused discussion possible.

Informal Setting: They are conducted in a laid-back manner that will encourage participants to express themselves naturally.

Natural Conversation: It is very much like a group discussion and one participant writes a comment where another participant responds or builds upon this comment.

The open group discussion also enables the researcher to not only get the opinion of each and every individual but also why he or she feels the way he or she does. This is particularly advantageous in the interactive format, as it reveals not only what they know, but also how they know it. Understanding group interactions can add further context to the situation.

In conclusion, focus group is a vital technique in the completion of research that aids the researcher in identification of people’s attitudes, their needs, perception and feelings on a given topic through an interview conducted in a group setting. The idea is not to judge participants’ answers right or wrong but to understand them as a cherished stakeholder.