Characteristics, strengths & weaknesses - Focus groups
Focus groups are small groups (say, 5-10 people) formed to discuss a specific topic. They are used as a method of obtaining information from people who represent your target group and are a popular qualitative method of seeking people's opinions about issues, products and processes. As such, they are often used in program evaluation. Focus groups are led by a facilitator skilled in questioning to draw out people's views and reactions to the topic of focus. Focus groups are an excellent way of determining whether a particular program product (e.g. a poster) is on track.
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Strengths
- provide useful information about people's attitudes
- because they are small, ensure involvement for testing ideas and gaining opinions.
Weaknesses
- can be resource intensive (e.g. cost of engaging facilitator and hiring venue; participants may also require payment)
- are often criticised because the information collected is based on the views of a small sample.
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Page last updated: 27 February 2011
