Focus Groups

A focus group is a group interview involving a small number of demographically similar people. Their reactions to specific researcher-posed questions are studied. Focus groups USA are used in online market research and studies of people's views. The discussions can be supervised or open. They can concern a replacement product or something else. The idea is for the researcher to find out about the participants' reactions. If group members are representative of a larger population, those reactions can be expected to reflect the views of that larger population. Thus focus groups constitute a search method that researchers organize for the aim of collecting qualitative data, through interactive and directed discussions.