You can improve the situation that originally motivated you, and made you think about a focus group at the very beginning. They help the company to grow as they are sort of critics who tell what is good and what is right for the company by forming their own ideas and correcting the wrong ones. 5 - 12) who have something in common that is of interest to the researcher. What are their own suggestions and ideas? The focus group is a small selected section of people, whose responses are studied for the purpose of research. Half the town seems to be catching it. Participants cannot see out, but the researchers and their clients can see in. If you can't, then think about other possible incentives: food and drink (more than chips and soda? A rule of thumb is that you will have time for no more than four or five key questions in a focus group lasting 1.5 to 2 hours. You probably want to hear from all kinds of businesses; so make sure you do. Developing and Using Criteria and Processes to Set Priorities, Section 24. But maybe those reasons aren't enough, and some other incentive is called for. They gave you their time. When you have the time, knowledge, and resources to recruit a willing group of focus group participants. It provides an increased reach. If you prefer corresponding via phone, leave your contact number. Should you collect your opinions from groups, or from individuals? Lead on! (Crocker & Luhtanen, 1990). The services provided at FOCUS, are not your typical cookie cutter programs. therapist. Others hold that group dynamics are useful in developing new streams of thought and covering an issue thoroughly. Maybe not. Responses in a focus group, on the other hand, are typically spoken, open-ended, relatively broad, and qualitative. Computerized content analysis in management research: A demonstration of advantages and limitations. A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, concept, advertisement, idea, or packaging. (Alternatively, you can audio-record, with the group's permission. Donate now. A new playground is being planned. Focus Groups in Qualitative Research Addiction Addiction Treatment Theories Aversion Therapy Behavioural Interventions Drug Therapy Gambling Addiction Nicotine Addiction Physical and Psychological Dependence Reducing Addiction Risk Factors for Addiction Six Stage Model of Behaviour Change Theory of Planned Behaviour Theory of Reasoned Action They also try to interpret facial expressions, body language, and group dynamics. These apply largely to groups discussing a current program or service, but they can be adjusted for planned programs, as well as for groups dealing with other concerns. 8. Because focus groups are a variety of qualitative research, the . . Focus groups help people learn more about group or community opinions and needs. The goal of any focus group is to ensure that all voices are heard. Joining together: Group theory and group skills (6th ed.) This can provide invaluable information about the potential market acceptance of the product. Focus groups are a part of qualitative research which is conducted by businesses as a part of market research in which qualitative information is collected about the market, the consumers, product features, customer satisfaction, etc. How about others of you. There can be significant costs however: if a product is to be marketed on a nationwide basis, it would be critical to gather respondents from various locales throughout the country since attitudes about a new product may vary due to geographical considerations. (eds. The content of all focus group interviews is usually recorded and transcribed to facilitate later analyses. You would then want to spread your invitations across the different public housing facilities in your community -- not just the best, or the worst, or the most vocal. Focus groups first came up on the '30s, in the USA, as a tool to evaluate audience response to war propaganda in the context of the World War II. Stress your benefits. This can be an effective way of gathering other opinions that have not yet been voiced. If not, make a written summary from the group notes. What kind of leader do you want? Clinical | It allows respondents from all over the country to gather, electronically, while avoiding countless logistical headaches. Toolkit for Conducting Focus Groups, provided by Omni, is a great resource intended to assist in conducting focus groups and enhance ones facilitation skills. Please be Get a complete list. San Francisco: Jossey-Bass. Learn how to plan, prepare, conduct, and use focus group results to receive qualitative data for deeper understanding of community issues. Our approach has several targeted populations that include military, Veterans,. Focus groups are a fast, effective, and economic method for gathering information with a group of well-organized participants in a socially-oriented enviro nment (Onwuegbuzie et al., 2009). Summarize what you think you have heard, and ask if the group agrees, Phrase the same question in a different way, Ask if anyone else has any comments on that question, Look around the room, and make brief eye contact, especially with those who may not have spoken. ", "Are there other things you would like to say before we wind up?". Please contact our office, and begin to "FOCUS" on building healthy relationships, behaviors and families. Money is one; sometimes focus group members get paid, even a small amount. FOCUS Group Solutions, LLC, is a unique approach to addressing the mental health in the surrounding community. This is not a casual matter: Your leader will determine the success of your group. Verify that focus groups are the best way to gauge employee perceptions. If you can afford this, consider it. How can this be stopped? Below are some examples of general questions. Madison, WI: Center for Conflict Resolution. 3. This is another excellent and detailed example. During the conversation, the researcher asks a set of questions to the participants who are free to interact with each other. What features should go into it? Face-to-face focus groups are traditionally conducted at a facility equipped with a one-way mirror (and online video group platforms also offer a client backroom), behind which members of the research team can view and hear the discussions. To ensure this therapist can respond to you please make sure your email address is correct. London:Sage Publications. Explains the Why, How and When of Focus Group Discussion as a Research Method in Qualitative Psychological Research. It is led by a trained moderator who is equipped to garner information. Reminder #2: Of course, the leader's job is to elicit opinion, and not judge it. We look forward to servicing you. What should be done about it? Parents share their views on local child care programs, and on what could be done to improve them. Running a Focus Group 101 Jen Rutner 9.2k views Qualitative methods:focus groups obanbrahma 1.1k views Semi structured interview Ernesto Correa Gmez 6.4k views Interview Suresh Kumar 12.6k views Interviews and focus groups Amanda Sturgill 1.9k views Semi-structured interviews for educational research Tnde Varga-Atkins 13.3k views This could be a very general question ("What are your general thoughts about X? Ages: Young Adults A focus group is a research method that brings together a small group of people to answer questions in a moderated setting. FOCUS GROUP: "Joe was part of the focus group for a new product." Related Psychology Terms FROMM, ERICH (1900) Go over the flow of the meeting -- how it will proceed, and how the members can contribute. Ages: Young Adults Focus group moderators come from a variety of backgrounds: some find their way to the profession via the social sciences (psychology, sociology); others come from marketing backgrounds (ad agency planners, strategists); and some may even be employed in UX research (though UX researchers don't always say "focus groups . The therapist should respond to you by email, although we recommend that you follow up with a phone call. Why should people come? With focus groups, you'll get not only a piece or two of the puzzle, but the whole picture. Focus groups can cause passions to spiral out of control. The aim in bringing together a focus group is for the group to be representative of a larger population, so there will be some diversity in the group, perhaps achieved through a stratified or quota sample. Or suppose you are concerned about the opinions of Main Street shopkeepers. Group interviewing involves interviewing a number of people at the same . We look forward to servicing you. An agency wants to open a group home for developmentally disabled adults in a quiet residential area. Focus groups can therefore get closer to what people are really thinking and feeling, even though their responses may be harder -- or impossible -- to score on a scale. In this respect, they are similar to needs assessment surveys. Aims: This integrated literature review seeks to identify the key considerations in conducting focus groups and discusses the specific considerations for focus group research with culturally and linguistically diverse groups. And group members can often stimulate new thoughts for each other, which might not have otherwise occurred. The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, pp. Journal of Management, 20, 903-931. There are several factors that must be considered when utilizing focus groups: number of participants, time frame, dynamics of the group, and compensation. What do you think about that?". By signing up, you'll get thousands of step-by-step solutions to your homework questions. A small but important point, often neglected. The group's composition and the group discussion should be carefully planned to create a nonthreatening environment, so that participants feel free to talk openly and give honest opinions. This will serve as your guide. This book differs by demonstrating the specific steps necessary to conduct focus groups in educational and psychological settings. Cox, F. (1995). Why is that?" Focus group interview is a qualitative approach where a group of respondents are interviewed together, used to gain an indepth understanding of social issues. What kinds of things would you like to see happen? Then come together to compare your interpretations and conclusions. Traditional focus groups can provide accurate information, and are less expensive than other forms of traditional marketing research. Members are actively encouraged to express their opinions. Of course, today we see focus groups used in a variety of settings, with wide . Arranging Assessments That Span Jurisdictions, Designing and Conducting Focus Group Interviews, Center for Community Health and Development. Focus Group #3: The focus group that identified the psychological effects of AIDS on the gay community For the first time in history, a focus group overcame the limited knowledge about the gay community by setting out to study the impact of AIDS on gay men. Johnson, D., &Johnson, F. (1997). The biggest problem with online focus groups is ensuring that the respondents are representative of the broader population (including computer non-users). February 4, 2022. It is used to learn more about opinions on a designated topic, and then to guide future action. FOCUS Group Solutions, LLC, is a unique approach to addressing the mental health in the surrounding community. This method is very suitable for collecting data from children, youths, and parents. This paper explores, in both conceptual and practical terms, three key issues: consent; confidentiality and anonymity; and risk of harm. Probably someone who: Take a careful look around. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats, Section 15. The complete handbook for group leaders. Organizing for power and empowerment. Limitations. ", "Does anyone else have some thoughts on that?". "Some people have said that one way to improve X is to do Y. Thousand Oaks, CA: Sage. One way to approach focus groups is with the following six-step process: Step 1: Define the Purpose Clarify the purpose of the focus group. Focus groups are an established mechanism for data collection across qualitative, mixed method, and quantitative methodologies (Pearson & Vossler, 2016 ). An overview of the focus group methodology and how it can be used to gather detailed data relating to research interests in multiple disciplines, with partic. The phrasing of the questions, the follow-ups, the ordering of the questions, and how much time to spend on each one are points that the leader will have to decide -- sometimes on the spot. Some group members might feel hesitant about speaking openly. The group is chosen due to predefined demographic traits, and the questions are designed to shed light on a topic of interest. It is used to learn about opinions on a designated topic, and to guide future action. In one focus group from this period, a woman made a Freudian . Individual differences | Other things equal, personal contact works best. It is used to learnabout opinions on a designated topic, andto guide future action. Professional items | Statement on future action Introduction to Conducting Focus Groups, by NOAA Coastal Services Center, is a comprehensive introduction to key elements and practices that will increase the success of a focus group effort. Guidelines for Conducting a Focus Groupis provided by Eliot & Associates. Focus groups are one of the fundamental qualitative data-collection tools used in industrial and organizational psychology. This avoids a significant amount of travel expenses. Are you planning to use other methods for learning about opinions as well? Accepting new group attendees The therapist should respond to you by email, although we recommend that you follow up with a phone call. But it can be useful in many situations where action should be guided by public opinion. Respondents share images, data, and their responses on their computer screens. (Because even the best of us have our biases.) Transcripts are also created from the video tape. Focus groups: A practical guide for applied research (2nd ed.). An experienced leader will be able to do this. Examples: A focus group of parents of preschoolers meets to discuss child care needs. Using Public Records and Archival Data, Section 20. Online groups are usually limited to 6 or 8 participants. FOCUS offers a variety of services: Evidence Based Therapeutic models, Life Consultative models (non-therapeutic), workshops, and academia, growing the mental health community one student at a time. In addition, such a system must allow and prohibit participation on the different chat discussions based on the class of the participant. Educational | Of course, it's also possible to combine the advantages of both methods, and interview one person at a time in depth. Both of these methods are useful. Review the purpose of the group, and the goals of the meeting. It provides systematic. All the opinions of the participants are noted down to draw conclusions. What will do the job? Will relate well to the focus group participants, Will work together with you to give you the outcomes you want, "What are some of your thoughts about what's going on now? (No Inusurances are accepted). Focus groups aren't a one-hit wonder. That is, should you offer an incentive for people to participate? focus group noun : a small group of people whose response to something (such as a new product or a politician's image) is studied to determine the response that can be expected from a larger population Example Sentences The design allows for moderators to cover multiple aspects of a concept without going through the time-intensive process of conducting an individualized interview multiple . 2. The Community Tool Box is a service of the. Author S Wilkinson 1 Affiliation 1 Loughborough University, UK. In order to do this, such a system must allow for the implementation of at least two separate chat discussions to be conducted simultaneously between the three classes of focus group participants to provide an electronic analog to a one-way mirror segregating clients from respondents. Box 2156, Madison, WI 53701-2156). The interaction between our professionals and their clients, convey their commitment to service. All Rights Reserved. Please be Arrange for this in advance. The researcher acts as a facilitator and the participants are encouraged to talk openly about particular topics that are brought up by the researcher. While there is a burgeoning literature on the methodology of focus groups, using focus groups with people with learning disabilities has received less attention so far. A leader starts the discussion and keeps it on the topic. How do these factors trade off? Comparative | 2. Living Room Conversationsworks to heal society by connecting people across divides - politics, age, gender, race, nationality, and more through guided conversations proven to build understanding and transform communities. Itasca, IL: F. E. Peacock. It's possible you can do the job yourself (but don't overestimate [or underestimate] your own abilities.) If this is an emergency do not use this form. Overall, the systems perspective changes the focus, direction, and structure of group interactions by emphasizing the interconnectedness of the elements of the system and the importance of understanding the potential impact of individual decisions on the system as a whole. And maybe all these reasons are true. Make sure that all opinions on that question get a chance to be heard. Focus group methodology generates distinct ethical challenges that do not correspond fully to those raised by one-to-one interviews. In group interviews, groups of individuals are interviewed by one . Or because they think they will meet other interesting people, or learn something, or just have fun. Our approach has several targeted populations that include military, Veterans, families and academia. Statistics | A focus group is different in three basic ways: Because focus groups are structured and directed, but also expressive, they can yield a lot of information in a relatively short time. In this guide you will find checklists and samples of items such as focus group questions, recruitment flyer, invitee tracking form, introductory remarks, sample consent form, data analysis format, and synthesized report format. collective self-esteem. Creating and Using Community Report Cards, Section 19. Cost: $80 - $95, The developmental series consist of a series of workshops to enhance your young adults development Maybe the novelty of the experience itself will be a motivator. FOCUS Group Solutions, LLC, is a unique approach to addressing the mental health in the surrounding community. If group members feel humiliated or misunderstood, they'll withdraw and contribute little to the discussion. Review the arrangements. A focus group is best defined as a small group of carefully selected participants who contribute to open discussions for research. In short, focus groups are a good way to gather in-depth information about a communitys thoughts and opinions on a topic. This means it becomes possible to screen more people so that the critical factors being researched can be examined without the same levels of restriction. You may want to provide a little background information about why you're reaching out, raise any insurance or scheduling needs, and say how you'd like to be contacted. Focus groups have a high apparent validity - since the idea is easy to understand, the results are believable. Experimental methods are uniquely suited to the study of many phenomena that have been difficult to observe directly in naturally occurring economic contexts. Carry out a focus group study if you want to understand people's views and. a group of individuals selected and assembled by researchers to discuss and comment on, from personal experience, the topic that is the subject of the research. Focus groups are recommended when the client wants to gain multiple perspectives, unfiltered feedback of a large group. Our therapists can be flexible to meet your needs in this time, and are here to help you. That depends upon your own needs and purposes, and the resources available to you. Thus, even the online system incurs some travel expenses since a client representative will need to travel to a research site or vice versa. The services provided at FOCUS, are not your typical cookie cutter programs. FOCUS offers a variety of services: Evidence Based Therapeutic models, Life Consultative models (non-therapeutic), workshops, and academia, growing the mental health community one student at a time. 112-113).. The interactive, dynamic nature of group discussions (see "Strengths of the Focus Group Method: An Overview") may also present a potential limitation to the method.The exchange of information and ideas may have the positive . Using numerous examples, the authors show how to prepare for a focus group, create a moderator's guide, select a setting and analyze results. Focus Group Interviews in Education and Psychology is an invaluable tool that is beneficial to researchers and professionals in research methods/evaluation, psychology, education, and social work. Designing and Conducting Focus Group Interviews, by Richard A. Krueger, is concise resource with specificsteps and tips on conducting group interviews. This is why you have spent time looking for one! Perhaps you can find the right leader within your own organization. Focus groups are a type of qualitative research. There can be times when a person's belief structures, perspectives, or ideas run counter to those shared by the rest of the group. Call 911 or your nearest hospital. New York, NY: Columbia University Press. The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a . For example, if the main focus group topic was "community policing," some key aspects to cover might be visibility, sensitivity, interaction, respect, etc. You could even pull the names out of a hat. For example, the ability to induce preferences and control information structures makes it possible to isolate the effects of alternate economic structures, policies, and market institutions.Experimental Economics is an international . Consider your own situation. Mondross, J., &Wilson, S.(1994). Dale, D., &Mitiguy, N. (1978). A Practical guide with necessary points to be remembered Dr. Chinchu C Follow Research Consultant, Trainer and Psychologist at ASCENT - Association for Social Change, Evolution and Transformation Advertisement Recommended Focus group What are their concerns? Tell the members about any next steps that will occur, and what they can expect to happen now. What's in it for them? Someone should be writing down what is said, in the same way as taking minutes at a meeting. The article serves two purposes: (1) to review the current liter How do you do this? Our approach has several targeted populations that include military, Veterans, families and academia. What sets FOCUS Group Solutions aside? When you want to ask questions that can't easily be asked or answered on a written survey. However, a copy will be sent to you for your records. Leading a Community Dialogue on Building a Healthy Community, Section 18. "Why do I want to conduct a focus group?". Topics covered in this publication include focus group basics, preparing for the focus group, developing effective questions, planning the focus group session and analyzing the data. restructuring to lesson the stress associated with the integration and reintegration lifecycle. A focus group is a qualitative research method that helps UX researchers gather target audience opinions and attitudes about design. A focus group provides a condensed structure that makes it much easier to solicit a high number of opinions or feedback. Using Small Area Analysis to Uncover Disparities, Section 23. Licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. Psychology Today does not read or retain your email. Focus group interviews allow participants to tell their own stories, express their opinions, and even draw pictures without having to adhere to a strict sequence of questions. FOCUS Group Solutions understands the stress associated with reintegrating and integrating family members after deployment. In combination with participant observation, they can be used for gaining access to various cultural and social groups, selecting sites to study, sampling of such sites, and raising unexpected issues for exploration. In that case, why should people come? But needs assessment surveys typically have written, closed-ended, relatively narrow questions which are quantitatively scored. . Answers to many common questions can be found on the therapist's profile page. ), Strategies of community intervention (5th ed., pp. Why is that? What do you think? Language | Send this email to request a video session with this therapist. Learn more. Focus Groups in Program Development and Evaluation Focus groups are often used in program development and design. During this time, we are not offering in -person sessions, due to COVID -19 and the uptick of the Omicron Variant. Methods | Focus groups are used to identify and explore how people think and behave, and they throw light on why, what and how questions. The focus group is one of the core methodologies used in conducting qualitative research. Make sure questions don't alienate or shame participants. Focus groups first came into use in the 1920s and 30s as a way to understand consumer attitudes and behavior, and were widely used in sociology, anthropology and psychology. But whether you do this or not, try to have more than one person review the results independently. Verify your health insurance coverage when you. The hosting organization carefully selects participants for the study to represent the larger population they're attempting to target. Parents share their views on local child care programs, and on what could be done to improve them. The second part contains information on how to facilitate focus groups, including how to plan for and conduct focus groups, how to handle difficult situations, and guidelines for effective facilitation and note-taking. Number of questions . A moderator guides the group through a discussion that probes attitudes about a client's proposed products or services. If you have audio-recorded, make a transcript. The focus group is the collaboration of people who come together to make an opinion, put forth their belief and perspective for the product or service initiate, in the company. Also, in the social sciences and urban planning, focus groups allow interviewers to study people in a more natural setting than a one-to-one interview. If the group is not being audio-recorded, someone should be writing the key points down. focus group discussion is a technique where a researcher assembles a group of individuals to discuss a specific topic, aiming to draw from the complex personal experiences, beliefs, perceptions and attitudes of the participants through a moderated interaction (cornwall & jewkes, 1995; hayward, simpson, & wood, 2004; israel, schulz, parker, & Suppose you're concerned about the opinions of public housing tenants. The purpose of a focus group is to gather opinions and feedback from potential customers, and moderators must stay neutral to ensure all viewpoints gain recognition. Your contribution can help change lives. The precise language and order of presentation will depend on your topic and group, but some of these questions may be adapted to your own needs. Answer to: What are focus groups in psychology? All opinions should be respected. If you prefer corresponding via phone, leave your contact number. This is your space to write a brief initial email. Usually, a video camera records the meeting so that it can be seen by others who were not able to travel to the focus group site. (Or, "How do you feel about that? This will take more time -- to transcribe the audio, and interpret the transcription-- but you will have a more complete, accurate, and permanent record.). In addition, it provides the appropriate focus group forms, including a verbal consent script, which will also act as a sign-in sheet for the focus groups. Ask your next question -- and proceed with other questions in the same general manner. A focus group is a small group people (e.g. The researcher can better understand how respondents talk and think about topics. 2. Implementing Photovoice in Your Community, Section 21. In this section, you'll learn how to frame basic questions, laddering inquiry, and practical projective techniques. Promoting one opinion over another could cause groupthink among the participants or impact their willingness to share their thoughts. Waclawski, J., & Rogelberg, S. G. (2002). A focus group is a means to collect qualitative data from the people likely to use the product. Krueger, R. A. A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, concept, advertisement, idea, or packaging. Whether you prefer telehealth or in-person services, ask about current availability. When you want to supplement the knowledge you can gain from written surveys. Chapter 3. (Or, "What's not going well? ", "How about this particular aspect (of the topic). Write out in advancea list of topics and questions you want to ask. wants to cover in the focus group session. A focus group is not for every social situation. The focus groups are, of course, groups. Share Add to book club Not in a club? Only in this way can questions be added in real time to further probe a particular response. Focus Group Methodologies. The therapist may first call or email you back to schedule a time and provide details about how to connect. Which should you use in a specific situation? Focus groups as Qualitative Research. Psychology Today does not read or retain your email. For example, focus groups usually take more time per respondent than individual surveys -- because the group has to be recruited, and because the group itself takes time. aware that email is not a secure means of communication and spam filters may prevent your email from reaching the Both choices are justifiable; and both types of questions might be asked before the group ends. ); public recognition; something to take home; a later training opportunity. (Available from the Center at P.O. Psychology Wiki is a FANDOM Lifestyle Community. ", "Would you say you are satisfied with the current situation, with the way things are going on? Focus groups have been established as effective methodology in many disciplines, including sociology, public health, medicine and health care, psychology, education, social work, and program planning and evaluation. Additionally, because focus groups are structured and directed, but also expressive, they can yield a lot of information in a relatively short time. Share FOCUS Group Solutions, LLC's Profile. A wave of break-ins has hit a nearby neighborhood. Assessment | In laddering, you'll learn about laddering . Sixteen training modules Researchers are examining more than the spoken words. Ideally, those invited should be a representative sample of those whose opinions you are concerned about. In basic inquiry, find out the about the different types of questions: open, closed, follow-up, probes, and prompts. ), Organization development: A data-driven approach to organizational change. The Tool Box needs your help What is the best solution for you? Some "probes" or follow-ups"designed to get more information on a given question: "Jane says X. A focus group is a small-group discussion guided by a trained leader. (Material based on: Marshall and Rossman, Designing Qualitative Research, 3rd Ed. Social | In the world of marketing, focus groups are an important tool for acquiring feedback regarding new products, as well as various topics. Philosophy | clinical psychology and more specifically from phenomenological psychol-ogy, the analytic emphasis is on the subjective, idiosyncratic perceptions and motivations of the . (1996: 499) Focus groups are a form of group interviewing but it is important to distinguish between the two. In traditional focus groups, a pre-screened (pre-qualified) group of respondents gathers in the same room. (This approaches a "random sample.") Wilkinson, S. (1999). The therapist may first call or email you back to schedule a time and provide details about how to connect. Boston: Allyn and Bacon. "), (If so) "What are they? Building united judgement: A handbook for consensus decision making. The benefit of conducting your own research, rather than using secondary information (e.g. Send this email to request a video session with this therapist. In other words, so far: Think before you start, look before you leap. Citizen input is definitely called for here. Qualitative Methods to Assess Community Issues, Section 16. Begin Date: Quarterly The use of focus groups has become a standard technique in business and industry among those who want to understand consumer tastes and preferences. The focus group strategy is often used as a starting point for developing a survey. Background: The focus group method is a technique of group interview that generates data through the opinions expressed by participants. The use of focus groups has steadily evolved over time and is becoming increasingly more widespread. Geographic Information Systems: Tools for Community Mapping, Section 17. Client representatives observe the discussion from behind a one-way mirror. Our professionals will assist with cognitive PMID: 22021395 DOI: 10.1177/135910539800300304 Depending on the situation, you might consider looking for someone outside your organization, someone that specializes in facilitating these kinds of groups. Can this work? The main difference is the group has a specific, focused discussion topic. Focus groups serve a general-purpose method for collecting data, and as such, they can serve a wide range of purposes. 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