Additional information on focus groups
Focus group discussions typically last 1½ to 2 hours. A trained moderator guides the focus group discussion by introducing new topics and questions to encourage maximum participation from each individual. The moderator also controls the group dynamics preventing one individual from dominating the discussion.

Typically focus groups are conducted in a facility equipped with a one-way mirror. Clients sit behind the mirror observing the discussion without being seen. This allows clients to gain better insight by directly observing non-verbal behavior such as nodding heads, smiles or frowns. If need be, clients can submit questions to the moderator via the hostess.

Participants normally receive an "honorarium" in cash to compensate for their time and mileage, as well as to increase their likelihood of attendance. Refreshments are also served.

Upon completion of the focus groups, the moderator holds a debriefing session with the clients to review the significant findings from the group discussion. This session plus the group's digital recording will then be used while preparing the focus group report.

Focus groups are used to uncover why people feel the way they do about certain issues and how those feelings influence their behavior, opinions, attitude and perceptions. Because focus groups are qualitative in nature, numbers and percentages should not be projected to the population as a whole. Additionally, the normally small sample size of focus groups and the fact that the questions asked vary from group to group make the results appropriate for general impressions rather than for statistically reliable results.

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