Focus Groups

Focus groups are one of the fundamental qualitative data collection tools used by industrial and organizational psychologists. According to Krueger and Casey, a focus group is a carefully planned discussion that is designed to obtain perceptions about a defined area of interest in a permissive and nonthreatening environment. It can be used to explore a multitude of issues, and it is a very popular technique in the worlds of both market research and psychology. Although there is much to be said about focus groups, given their widespread use, three topics will be emphasized here: (1) focus group basics, (2) other important factors to consider, and (3) applications of focus groups.