How to obtain data through focus group research?

Focus group research obtains qualitative data through moderated discussions with a small, specifically selected group of participants, typically 6-12 individuals sharing relevant characteristics. This method is feasible for exploring experiences, attitudes, perceptions, and group dynamics surrounding a topic. Successful execution requires several key elements: a skilled, neutral moderator facilitating the conversation according to a semi-structured guide of open-ended questions; careful participant recruitment ensuring homogeneity regarding the research topic while potentially seeking diversity in other aspects; and a comfortable, non-threatening environment conducive to open dialogue. It is primarily suitable for exploratory research, concept testing, or understanding complex behaviours and opinions. Critical considerations include managing group dynamics, avoiding dominant voices, ensuring confidentiality, and recognizing that findings illustrate depth of understanding rather than statistical generalizability. To obtain data, define clear research objectives and draft a discussion guide with probing questions. Recruit representative participants and schedule the session. During the moderated group meeting, follow the guide while encouraging interaction among participants; record the session (audio/video with consent) and take notes. Post-session, transcribe the discussion and analyze the data using thematic analysis to identify recurring patterns, insights, and viewpoints, which form the core research findings.