People who use focus groups sometimes go to great lengths to stop respondents from influencing each other. This ironically removes several of the benefits of groups that are all based on social interaction! You need to understand the benefits of both depths and groups and make sure you don’t throw the baby out with the bathwater.
Hint: if you are doing groups because you need to interview a number of people quickly but don’t need/can’t afford depths – try using a bulletin board.
Title: The inconvenient truth about focus groups
Length: 7 minutes