What characterizes a focus group in qualitative research?

A focus group in qualitative research is characterized by a small, guided discussion designed to explore specific attitudes, beliefs, and perceptions among participants regarding a particular topic. This method encourages interaction among group members, allowing for a deeper understanding of the dynamics of opinions and experiences.

The guiding aspect of a focus group typically involves a facilitator who prompts discussion, encourages participants to share their views, and draws out opinions, which can lead to insights that might not emerge in more structured settings. This interactive interplay helps researchers gather rich qualitative data, as participants often build on each other’s comments, revealing insights into social norms and collective experiences.

In contrast to other methods like large-scale surveys or structured interviews, focus groups prioritize the shared discussion aspect rather than isolating individual responses. This makes them particularly useful for exploratory research, where understanding the context and nuances of participants' thoughts is essential.