What is a formalized qualitative data collection method where a small group discusses a specific topic?

Focus group research is a formalized qualitative data collection method that involves a small group of individuals discussing a specific topic under the guidance of a moderator. This technique allows for the exploration of participants' attitudes, feelings, and perceptions in depth. The dynamic nature of focus groups encourages interaction, enabling participants to build on each other’s ideas, which can lead to richer insights than individual interviews might provide.

In focus groups, the moderator facilitates the discussion, prompting participants to share their thoughts and experiences related to the topic at hand. This method is particularly valuable for exploring new concepts, understanding customer preferences, or gaining insight into participant behaviors. The qualitative nature of this research means that the data collected is descriptive, capturing the nuances of human opinions and emotions, which can be crucial for informed marketing strategies.

This approach is distinct from survey analysis, which typically involves quantitative data collection through structured questionnaires and is aimed at gathering measurable data from a larger population. The case study method is focused on an in-depth exploration of a single entity or event, rather than a group discussion. Quantitative research, in contrast, emphasizes statistical analysis of numerical data, which does not facilitate the open-ended discussions characteristic of focus groups.