What is the main purpose of using focus groups in qualitative research?

The main purpose of using focus groups in qualitative research is to gather diverse perspectives through guided discussions. Focus groups bring together a small group of participants who share common characteristics or experiences related to the research topic. By facilitating discussions among these individuals, researchers can collect rich, in-depth qualitative data that captures a range of opinions, feelings, and insights.

The interactive dynamic of a focus group allows participants to respond to each other, sparking new ideas and revealing underlying attitudes that might not emerge in one-on-one interviews. This method is particularly useful for exploring complex issues, understanding community sentiments, and generating hypotheses for further research. The feedback derived from these discussions can inform product development, marketing strategies, or service improvements, highlighting the strength of qualitative approaches in understanding human behavior and social phenomena.