Focus groups

Focus groups

1. Is a form of qualitative method used to gather rich, descriptive data in a smallgroup format from participants who have agreed to ‘focus’ on a topic of mutual

   • What are focus-group interviews?

2. Purpose

   • Address a specific topic, in depth; for elicit a wide range of opinions, attitudes, feelings or perceptions from a group of individuals who share some common experience

3. What is distinctive about focus groups?

   • Focus groups rely for their success on the ways in which groups of people naturally engage in conversations.
   • ENCOURAGE THE INTERVIEW POSITIVELY
   • it is accepted that people have their own thoughts, feelings or opinions on a certain topic
   • Gaining access to those views, it is also generally accepted that a relatively informal meeting, with an environment conducive to self-expression, is held between people who share common interests and supervised by a -Moderator
     • Consequently, the intention is that the discussion will be richer, deeper and more honest and incisive than any interview with a single participant could produce

4. The five ‘S’s of group interaction

   • ◆ sinergismo
     • ◆ snowballing
       • ◆ stimulation
         • ◆ security
           • ◆ spontaneity