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The primary advantages of a focus group are derived from the natural conversations that can take place in these settings. People tend to open up more in small groups, and a skilled moderator can guide the conversation to productive ends. The group setting can also create situations where one individual might make a statement that is then built upon by others, which can create a snowball effect that may lead to valuable insights. Some other advantages of a focus group involve the immediacy and interactive nature of the proceedings. Representatives of a client that orders a focus group are typically able to observe the conversation directly, which can allow a level of involvement that is not feasible in other research methods.
Focus groups are a common format of qualitative research that typically involve individual moderators holding conversations with small groups. The moderator is responsible for asking basic questions, guiding the conversation, and dealing with the different group dynamics that can emerge. Conversations that take place during a focus group can reveal individual feelings and opinions regarding products, advertisements, ideas and many other things. The different kinds of information that can be gathered using this method are seen as some of the advantages of a focus group.
One of the most important advantages of a focus group can be the moderator. The moderator is responsible for conducting the group discussion and generating useful data, so a good moderator can be extremely valuable. Various personality types often appear during focus groups, such as shy or quiet types and loud or aggressive people. A skilled moderator can draw a shy person out and obtain valuable opinions, or keep an aggressive personality from dominating the proceedings.
Another of the main advantages of a focus group is the way the conversation can proceed naturally. In individual interviews, each person is limited to only his or her own ideas. Focus groups allow people to work and think together though, so it becomes possible for one person to build on an idea presented by another. This effect can result in the entire group collaborating to provide opinions and data that might not have been available otherwise.
It is typically also possible for a client, or his representatives, to participate with a focus group while it is taking place. Focus groups are typically held in areas where outside observation is possible, either through one-way mirrors or closed circuit television (CCTV). This makes it possible for observers to make note of body language, but it also allows clients to watch the proceedings directly. The client may then be able to offer suggestions as to how the conversation should be steered, which is a level of interactivity that is difficult to achieve elsewhere.