A focus group is a small, but demographically diverse group of people and whose reactions are studied or analyzed in guided or open discussions about a new product or something else to determine the reactions that can be expected from a larger population. The use of focus groups as a research method that is intended to collect data, through interactive and directed discussions by a researcher. 

Focus group is a technique used by sociologists and in different fields of study which include communication studies, education, political science, and public health. It is a form of qualitative research consisting of interviews in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members. During this process, the researcher either takes notes or records the vital points he or she is getting from the group. Researchers should select members of the focus group carefully for effective and authoritative responses.  

This method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population. Even though the application of this method in conservation research has been extensive, there are no critical assessments of the application of the technique. It first started as a research method in the 1940s at Columbia University during the second world war by Robert K. Merton, while he was conducting market research concerning radio soap operas. And the term “ focus group” was coined by Psychologist and marketing expert Ernest Dichter before his death in 1991.

TYPES OF FOCUS GROUPS

TWO-WAY FOCUS GROUP: This focus group discussion involves one group watching another group answer the questions posed by the moderator. By listening to what the other group thinks and says, the group that listens can facilitate more discussion and potentially draw different conclusions. 

DUAL MODERATOR FOCUS GROUP: This is a focus group where there are two moderators to guide the focus group. They share responsibilities, areas of discussion, or split the groups up at certain times to manage separate tasks. The second moderator allows each person to divide their preparation and ease the burden of moderating several focus groups (often back-to-back.) Using a dual-moderator or co-moderator structure is a great way to train a new focus group moderator.

DUELING FOCUS GROUP: There are two moderators that play the devil’s advocate. The purpose of the duelling-moderator focus group is to facilitate new ideas by introducing new ways of thinking and varying viewpoints.

RESPONDENT MODERATOR FOCUS GROUP: This is when one or more of the participants in the group takes the lead as moderator. This is done to change the dynamics of the group and generate more varied responses.

CLIENT PARTICIPANT FOCUS GROUP: This is when one or more client representatives participate in the discussion, either covertly or overtly.

MINI FOCUS GROUP: This is a focus group that consists of fewer participants, usually four or five rather than 6 to 12, which creates a more intimate group. 

TELECONFERENCE FOCUS GROUP: This is when a focus group is conducted by telephone, the moderator and participants speak by conference call with observers listening and taking notes. 

ONLINE FOCUS GROUP: Participants respond and share information through online means. Online focus groups are created to reach a broader range of participants.