Focus Groups

Focus groups are a type of qualitative research. Observations of the group’s dynamic, their answers to focus group questions, and even their body language can guide future research on consumer decisions, products and services, or controversial topics. Focus groups are often used in marketing, library science, social science, and user research disciplines. They can provide more nuanced and natural feedback than individual interviews and are easier to organize than experiments or large-scale surveys.

• Keywords:
• Characteristics:

  Decision Making Scale: Local, National, Regional (Sub-national)

  Decision Making Direction:

  Stakeholder Involvement: Training Required

  Tool Type: Process-oriented tool