There is a great deal of specific information, some of it very tangential to the topic, making analysis and summarization of results challenging. Because participants are not randomly sampled from the population, the evaluator cannot freely generalize from the results. The focus group method is designed to explore, in a group setting, what people think and how they feel about a particular issue. The group consists of participants, a moderator, and a recorder. The goal is to get as much information on the table as possible.
Open discussion is encouraged under conditions of complete confidentiality.
Group interaction is used to probe and bring out additional information. The moderator, only as necessary, stimulates the discussion and keeps it on course. Both concrete information and opinions are considered relevant. Every response is considered valid. There is no attempt to support or criticize any response, resolve any issue, address any individual problem or concern, or reach any conclusion.