Focus group discussion
Focus group discussion is a method with which specifically composed discussion groups are encouraged to exchange ideas. A moderator gives advice and makes sure that all participants are involved and all views are discussed by raising specific questions and requests. Subsequent to the discussion the results are summarized by a team of experts. They are structured, analyzed and conclusions as well as recommendations for action are given. Focus group discussions can be performed in every phase of the project: Initially for ideation, project accompanying for concept review or concluding for success evaluation.
Focus group discussions allow exchanging ideas and experiences between single discussion participants. This way the results show not only individual opinions of participants but gain special quality by the process of exchange. This is especially obvious in the revelation of complex behavior and motives but also in the collective development of new ideas and perspectives.