Conducting Focus Group Sessions
This article is from a special issue on focus groups (FGs). FGs can be used to gain insights into the dynamic relationships of attitudes, opinions, motivations, concerns and problems related to current and projected activities. They developed in the private sector as a market research tool, but have been adapted for use in other types of project. The article defines FGs, and discusses its uses, primarily in relation to qualitative research. The advantages of this method are discussed, and contrasted with more conventional and quantitative research methods.