This increased popularity has been due largely to an effort to find a qualitative way to generate a rich understanding of a topic by having a group of people involved in a discussion, rather than by using a single qualitative method, such as a survey. Unless there is a complete understanding of how focus groups can be used, then their real value may be missed.
Focus groups are group interviews.
They are a way of listening to people and learning from them. Each focus group is comprised of six to eight participants who have similar interests and backgrounds. A well-trained moderator guides the group interview using a predetermined set of questions. What participants say and discuss during the interview process determines the data to be collected, analyzed and reported. Therefore, careful recruiting of participants is essential.