The focus group method is one of the main techniques used in qualitative research.

A focus group is a loosely-structured roundtable discussion conducted by a moderator among a small number of respondents, usually eight to ten people. Participants are selected for sharing a common experience (e.g., users or nonusers of a particular product or service).

The objective is to facilitate an open discussion about a topic relevant to that product or service. Thus, it is important that the moderator, the moderator's guide and the setting encourage free expression of opinions, motivations and feelings.