Focus Group Interview
A focus group interview is a structured, free flowing interview with a small group of people. It is not a rightly constructed question and answer session, but a flexible format discussion of a brand, advertisement, or new product concept. The group meets at a central location at a predesignated time. Typically, it consists of an interviewer or moderator and six to ten participants, although larger groups are sometimes used. The moderator introduces the topic and encourages group members to discuss the subject among themselves. Ideally, the discussion topics emerge at the group’s initiative. Focus groups allow people to discuss their true feelings, anxieties and frustrations, as well as the depth of their contributions, in their own words.