Focus Group Benefits and Depth Interview Methods
Classified in Psychology and Sociology
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Advantages of Focus Groups
- Synergism: When a group of people with similar interests discuss an issue together, they are likely to produce richer insights, a wider range of information, and innovative ideas than individual responses obtained privately.
- Snowballing: In a group discussion, one person's comment often triggers a chain reaction from the other participants and generates more views.
- Stimulation: Once the focus group discussion is underway, the general level of excitement over the topic increases, and a large number of respondents want to express their ideas and expose their feelings.
- Security: Because of the homogeneity of composition, focus group participants often share similar feelings. This enables them to feel comfortable and uninhibited