A popular method of qualitative research that is a group discussion where the target audience's opinions towards certain processes, things, products, or services are researched. A moderator facilitates and controls the discussion based on a guide (scenario). The discussion is audio and video recorded. Usually, focus groups are conducted in special facilities that contain a one way mirror (or image and sound is transmitted to a monitor in a separate room) so that the customer can watch the discussion live and make minor corrections thereto.
Typical focus groups include from 8 to 10 participants and last for about two hours.
For in-depth (expert) focus groups, a different principle is used to select respondents and conduct the discussion. The purpose is to get creative solutions and find new ideas and concepts.
Focus group room