A focus group is a qualitative research method where a group of individuals with common interests or characteristics are assembled to participate in a guided discussion about a particular topic.
Focus groups provide insights about people’s beliefs, opinions, perceptions or values through discussions in a nurturing environment where different ideas and points of view are encouraged. These insights can extend beyond what people believe, think and value to why and how they were established.
A focus group can be an enriching experience for participants as they learn from and share with each other, exchange ideas and build on the views of each other. Group discussions can generate new ideas and empower participants to have a voice on issues that are meaningful to them.
Focus groups are conducted to guide the planning or design of programs, services or products or to improve existing programs in a way that aligns with the unique needs of a particular group. It’s a way to partner with people and become part of their team for a vibrant, connected and healthy community.