FOCUS GROUPS

Unlike traditional quantitative research, which measures attitudes and behavior, focus groups look to understand the hearts and minds of desired stakeholders, to find the rationale behind these attitudes and behaviors.

A focus group is an interactive session that allows participants to talk with other group members about a certain topic. These sessions, lead by the right moderator, can be invaluable in acquiring feedback and getting to the core of what people think.

In an academic sense, the goal of a focus group is to gain access to private, subconscious feelings and emotions. Focus groups may have a low-tech feel, but more often than not, it is a series of focus groups rather than traditional telephone polling data that uncovers the hidden truth. Historically, quantitative data has helped set themes and issues, but focus groups have determined strategic communication and implementation.