A focus group is a small group of people involved in a research interviewing process specifically [Page 159]designed to uncover insights regarding the research focus. The group interview is distinctive in that it uses a set of questions deliberately sequenced or focused to move the discussion toward concepts of interest to the researcher. The focus group consists of a limited number of homogeneous participants discussing a predetermined topic within a permissive and nonthreatening environment. A skilled moderator or interviewer guides the discussion, exercising limited control over the discussion and moving the conversation from one question to another.

Although this process is called a focus group interview, it is really more like a focused discussion. The moderator engages the participants in a conversation and participants are encouraged ...