Focus group is a qualitative method of sociological and psychological research aimed at obtaining depth information from a small number of respondents. It takes the form of an informal discussion led by a trained facilitator (moderator), that directs the discussion on a pre-arranged plan.
Group interviews are the most common form of research, which is based on finding out people's opinions on various issues. The process of discussion is recorded on audio or video for later analysis. Results can be used as source material for the development of a more thorough psychological or sociological research.
Lively and emotional discussion of focus group members can sometimes unexpectedly penetrate into the deeper layers of the problem. Focus groups, for example, can be used to study the habits of consumers or the impact of any events, promotional campaigns, advertising, PR activities for the public, or certain groups of people united by a common interest. This type of interview can also be used to assess the relationship people attitudes to a particular object or event, for example, the new legislation, the political, economic and other decisions of state bodies, marketing activities.