How does a focus group differ from a qualitative interview?

A focus group is characterized by its format, which involves a guided discussion among multiple participants. This method allows for the exploration of opinions, feelings, and perceptions in a dynamic environment where group interaction can stimulate new insights and ideas. Participants can respond not only to questions posed by a moderator but also to each other's comments, leading to a broader range of perspectives on the topic being discussed.

In contrast to qualitative interviews, where the focus is typically on the individual and there is often less group interaction, a focus group taps into the group dynamic to uncover richer data. The guided discussions help to facilitate engagement among participants, allowing them to react to and build upon one another’s responses. This collaborative aspect helps reveal nuances and complexities in attitudes or behaviors that might not emerge in one-on-one interviews.

Understanding this difference is crucial for researchers when deciding which method to use, as the outcomes and insights gathered from a focus group can differ significantly from those obtained through individual qualitative interviews.