A focus group or discussion group is a qualitative research technique where a limited number of participants gather to discuss a specific topic. This technique helps to find answers for that group with regard to a product, a service, a concept or notices. The group is led by a facilitator who is trained for that.
The objective of using this method is to collect information on the opinions and representations of a selected group of individuals, for example to better identify the needs or to find compromises. Thereby a certain degree of anonymity is respected. This technique encourages diversified opinions and allows to quickly obtain multiple opinions in a short time. As compared to techniques involving larger groups, the focus groups allow to go into more details about a specific question.
The possible applications are very wide and the technique can be used in many different situations. Focus groups are often used at the beginning of a project with a limited number of participants to discuss the scope of the project and identify a larger group of stakeholders. Focus groups can also be used to discuss a specific element of a larger system with directly involved stakeholders.
In a society where everything is going very fast, it can be difficult to motivate people to spend some time in a focus group. Furthermore, the participants should remain neutral in relation to the opinions of others. The sample must be as representative as possible and based on a genuine motivation to participate.
The general collaborative modelling approach offered by CORESO ensures that stakeholders feel involved in a process and see the usefulness of participating in focus groups more easily. We use this technique to gain detailed insights on specific elements of a larger system and at the beginning of projects to identify and delimit the scope of the project. Furthermore, CORESO offers face-to-face and online focus groups allowing to best suit the needs of participants. Our team is made up of facilitators who manage the group and the qualitative data collection.