Focus Group & Key Informant Interviewing

A focus group is a qualitative research method in which 6-8 members of a targeted group are asked to share their perceptions, beliefs, and attitudes about issues, policies, programs, products, or services in an interactive group setting. The goal is to gather data and insights by allowing individuals to express themselves in their own voice, sharing experiences that may emerge as having a common language.

Focus groups are moderated by trained facilitators using techniques to elicit participation and a well-developed moderator’s guide to ensure that relevant topics are covered while providing flexibility to allow for follow-up probing on pre-defined or related topics. Results from focus groups are helpful in identifying needs, understanding opinions (likes, dislikes), detecting potential problems/barriers and discovering possible solutions prior to the implementation of a plan.