What is the primary function of a focus group in the context of research?

The primary function of a focus group in the context of research is to explore ideas and perceptions in depth. Focus groups consist of a small group of participants who engage in a guided discussion about a particular topic or product. This qualitative research method allows for the collection of rich, detailed feedback, opinions, and experiences, providing insights that are often more nuanced than what can be captured through quantitative data collection methods like surveys.

By facilitating interaction among participants, focus groups can reveal underlying attitudes and motivations that might not emerge through individual interviews or other forms of data collection. This depth of understanding is particularly valuable in marketing, product development, and social research, where capturing the complexity of human behavior and thought is essential. The interactive nature of focus groups encourages participants to build on each other's comments, leading to a more comprehensive exploration of the topic at hand.