Focus groups

From EvaluationWiki

This term refers to an important part of what is conventionally classified as qualitative methodology and to the small groups involved. Considerable expertise and a number of highly evolved techniques are involved in focus group methodology, which offers many advantages over one-on-one interviewing, such as lower cost (per head), resilience to cancellations, and the chance to draw out comments that would not surface in the personal interview, to set off against the weaknesses of reduced privacy, complex scheduling, and the need for a different kind of specialized skill.