What is the purpose of a focus group in qualitative research?

The purpose of a focus group in qualitative research is to facilitate guided discussions to gather insights. Focus groups are designed to elicit a range of perspectives and experiences from participants regarding a specific topic or issue. By encouraging interaction among group members, researchers can capture rich qualitative data and explore participants' feelings, opinions, and motivations in a way that may not be achievable through surveys or structured interviews.

In this context, the dynamic nature of group discussions often leads to deeper insights as participants react to one another's comments, expanding on ideas and addressing different viewpoints. This method is particularly useful when researchers are looking to understand complex behaviors or social phenomena, allowing for a nuanced understanding of how individuals think and communicate about a subject. This qualitative approach is central to the goal of gathering detailed, descriptive information that can inform further research or practical applications.