|Qualitative research tool in which a group of participants is invited to share feelings and thoughts on a specific topic (such as a product, a service, a concept, an advertisement, an idea...). Participants, who are usually alike persons, can spontaneously talk with each other, since the focus group session runs in an interactive setting.
A small group of people brought together in a discussion specifically designed to uncover and share insights and observations, suggest new ideas or make recommendations on a specific subject of interest. A moderator or interviewer usually guides the discussion without necessarily controlling it. The focus group is comprised of limited number of "homogeneous participants who discuss a predetermined topic within a permissive and non-threatening environment".
In evaluation, focus groups have been used for purposes of:
Benefits of focus groups
Be aware that...
See also: Needs Assessment; Audience Analysis; Stakeholder Analysis; Problem Tree Analysis
|Organizing a Focus Group|
Preparing a Focus Group
Running Focus Group
- United Nations Fund for Population Activities (UNFPA). Programme Manager's Planning Monitoring & Evaluation Toolkit, 2004.
- Krueger A. Richard in Mathison, Sandra. Encyclopaedia of Evaluation, pp 160, Ed. University of British Columbia. Thousand Oaks, CA: Sage Publications, 2005.
- Wikipedia (3 June 2009), managementhelp.org (3 June 2009), www.webcredible.co.uk (3 June 2009), www.extension.iastate.edu (3 June 2009)
- managementhelp.org (30 July 2009); www.webcredible.co.uk (30 July 2009)