In qualitative research, what is typically the main goal when conducting a focus group?

The main goal of conducting a focus group in qualitative research is to understand perceptions and attitudes. Focus groups are designed to gather diverse perspectives from participants through guided discussions, allowing researchers to explore how individuals feel about a particular topic, product, or concept. This method is particularly valuable for gathering in-depth insights into consumer behavior, motivations, and experiences, which are crucial for shaping marketing strategies, product development, and overall business decisions.

The qualitative nature of focus groups means that the emphasis is on exploring the richness of human experience and opinion, rather than on quantifying data or establishing broad trends through statistical analysis. This makes focus groups distinct from methodologies that rely primarily on numerical data, as they seek to capture the nuances of attitudes that are not easily measured or expressed in quantitative terms. Thus, the focus of these discussions helps businesses and researchers gain valuable insights that guide their strategic decisions.