A focus group is a qualitative research method used to gather data from the insights of a group of individuals about their attitudes, opinions, beliefs, or experiences on a particular topic through group interaction. The focus group itself usually consists of a small group of participants discussing a nominated topic under the guidance of a moderator. The discussion is usually structured with questions or prompts so that perceptions, preferences, or reactions to an event, stimulus or topic can be explored during the group conversation. The researcher’s role as the moderator is to guide, listen, observe, listen and analyse the data collected after the discussion. A research study often incorporates data from multiple focus groups.
