The techniques used with focus groups are often successful in eliciting people's concerns and beliefs. This information can provide good insight for developers of future surveys, as well as contribute to overall evaluative research. The questions tend to be open-ended, which gives participants freedom to answer, but may require an experienced facilitator to keep people focused on the topic. To record the session a tape recorder is often used, as well as a neutral facilitator who doubles as a flipcharter. After the sessions, notes are compiled and tapes are transcribed.
Analysis can be labor intensive, with responses being coded and conclusions being drawn.
Reliability and validity of the data cannot be measured in the same way that quantitative data can, but if done properly, the focus group can provide valuable data. Can provide valuable feedback to complement other methodologies or can stand alone. When done properly, participants gain insight into the organization and others' perceptions as well. Feedback can contribute to the design of future surveys. The interactivity required can be complex, and will require experienced moderators to facilitate a successful outcome.