focus group

A research taking place in the form of guided discussions in a group of 7-8 persons selected on the basis of predetermined criteria (age, occupation, education, consumption habits, etc.).

With the help of a moderator, participants construct a discussion focused on a specific theme. The discussion is maintained by video, photo or samples proposed by the moderator and participants' perceptions and knowledge. The discussion is informal and involve participants in the discussion when they wish; they can express conflicting views can bring arguments, examples etc.

The expression can be stimulated by discussion to build views clearly. Thus the focus group is a useful tool for obtaining detailed information even on difficult subjects or passive participants.