What are focus groups used for in research?

Focus groups are primarily utilized in research to gather diverse opinions through facilitated discussions. This qualitative research method involves bringing together a selected group of individuals to discuss specific topics or issues. The goal is to gain insights into participants' attitudes, beliefs, and experiences, which can provide depth and context that other research methods might not capture.

In a focus group, the facilitator encourages open dialogue among participants, allowing them to express their thoughts and build on each other's ideas. This interaction often leads to richer data and more nuanced understanding of a subject than one might obtain through surveys or quantitative research methods.

The method is particularly effective in exploratory research, where understanding the underlying reasons for attitudes or behaviors is crucial. By harnessing the collective insights of a group, researchers can identify trends, generate hypotheses, or refine research questions that can inform further study or practical applications.

Other research methods, like quantitative analysis, are more structured and rely heavily on numeric data, while focus groups thrive on the subjective experiences and diverse perspectives of participants.