A focus group interview is an inexpensive, rapid appraisal technique that can provide managers with a wealth of qualitative information on performance of development activities, services, and products, or other issues. A facilitator guides 7 to 11 people in a discussion of their experiences, feelings, and preferences about a topic. The facilitator raises issues identified in a discussion guide and uses probing techniques to solicit views, ideas, and other information.
Sessions typically last one to two hours.
This technique has several advantages. It is low cost and provides speedy results. Its flexible format allows the facilitator to explore unanticipated issues and encour- ages interaction among participants. In a group setting participants provide checks and balances, thus minimizing false or extreme views. Focus groups have some limitations, however.