Chapter 4 – Focus Group

A focus group is a dynamic qualitative method that allows us to observe how the different viewpoints and experiences of the participants intertwine and form a common understanding of a certain phenomenon.

Through the interaction between group members, we gain rich data about the different perspectives, thinking patterns, and dynamics that influence their opinions. They allow us to investigate how people experience and interpret their experiences and how they connect to the wider social context.

In addition to collecting data on existing opinions and attitudes, focus groups can also be used to generate new ideas and perspectives. Interaction between participants often leads to synergistic effects and encourages creative thinking.