What is typically the focus of a "focus group"?

The focus of a "focus group" is to explore diverse opinions on a specific topic. Focus groups are qualitative research tools used primarily in social sciences and marketing to gather a range of perspectives from a small group of participants who have a shared characteristic or experience relevant to the topic under investigation.

During these discussions, participants are encouraged to express their thoughts, feelings, and perceptions, which helps researchers identify trends, themes, and insights related to the subject matter. This method is particularly valuable for understanding the nuances of attitudes and behaviors, as the interaction among participants can stimulate more in-depth dialogue and reveal subtleties that might be overlooked in quantitative research methods.

While statistical analysis of large data sets is essential in quantitative research, focus groups lack the structured methodology needed for such analysis. Standardized interviews aim for consistent questioning across participants, focusing rather on individual responses than group dynamics. Evaluation of performance metrics is more about quantitative assessment of outcomes rather than gathering subjective opinions, which is the hallmark of focus group discussions. Thus, exploring diverse opinions accurately captures the fundamental purpose of a focus group.