Conducting Focus Group Sessions

Focus group sessions are qualitative research technique widely used in private industry to gain insights into attitudes opinions motivations and problems as they relate to human behavior. The technique is now being applied more extensively in the public sector to address issues related to the marketing of products and services. The method involves a small number of respondents brought together to discuss relevant topics under the guidance of a moderator. The keys to the success of the discussion are the construction of the group the direction given by the moderator and the interpretation of the results. (authors)