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Focus Groups

Focus groups are valuable tools in social research. A focus group involves gathering a group of people (usually 8-12) to take part in a semi-structured discussion. Focus groups are often useful in the early research design stage, as feedback from participants can help direct the research and provide valuable insights. During the moderated session individuals express their views on a topic and can provide feedback to the researchers on specific concepts or questions. It is common for focus group sessions to be audio taped (or sometimes video taped) for later analysis. Online focus groups are becoming more popular as ways of reaching dispersed populations.

Focus GroupsFocus groups allow researchers to:

  • Gather opinions, thoughts and attitudes about certain concepts
  • Test assumptions about public opinion/behaviour
  • Evaluate the usability of research tools such as questionnaires and surveys
  • Generate new ideas based on participant feedback

The PRL can recruit and manage focus group participants and provide general assistance in running groups