In certain respects, focus groups are relatively easy to undertake. In particular, it is efficient to interview a number of people at the same time, and results can often be obtained in a reasonably short time span. Social interaction within the group yields freer and more complex responses, due to interactive synergy, snowballing, spontaneity, and security of participants within the group. In short, people tend to express views that they might not express in other settings, or if interviewed as individuals. The researcher can probe for clarification or greater detail, and unanticipated but potentially fruitful lines of discussion can be pursued.
Responses have high face validity due to the clarity of the context and detail of the discussion.
Focus groups can work well with any particular population and with a diverse population. This includes people who may have limited education, modest verbal skills, and low self-esteem, and lack of prior experience expressing personal views. Limitations of Focus Groups Focus group moderators must be trained and skilled at stimulating and managing a guided group discussion. Groups are often difficult to assemble, and considerable care must be taken to provide a setting and conditions conducive to discussion. Individual responses are not independent of one another.