What is the purpose of focus groups in research?

The purpose of focus groups in research is to obtain qualitative data through group discussions. Focus groups consist of a diverse group of participants who engage in guided conversations about specific topics or issues. This method allows researchers to explore people's perceptions, opinions, and attitudes in depth. When participants share their experiences and thoughts, the dynamic of the group can lead to insights that might not emerge in individual interviews or surveys. This rich qualitative feedback is valuable for understanding complex behaviors or feelings, aiding in enhancing theories or informing practice based on real-world insights.

In contrast, gathering qualitative data through surveys typically involves structured responses and does not capture the interactive elements of discussion seen in focus groups. Conducting large-scale quantitative analyses refers to techniques that focus on numerical data, missing the qualitative nuances that focus groups address. Lastly, facilitating one-on-one interviews, while similar in that they seek qualitative insights, does not benefit from the group dynamics that enhance the depth and breadth of information gathered in focus groups.