a qualitative research method in which a small group of participants discusses a specific topic, product, service, or idea under the guidance of a trained facilitator or moderator. This approach allows researchers to explore people’s attitudes, experiences, perceptions, and opinions in depth through group interaction.
Example
A public health team planning a new vaccination campaign holds several focus groups with parents of young children. During these sessions, participants share their views on vaccination, barriers to access, and what messages would encourage uptake. The feedback helps shape the campaign’s messaging and outreach strategies.