A focus group is a qualitative research method used to gather in-depth insights and opinions from a group of individuals about a particular product, service, concept, or idea. It involves a small number of participants, typically 6-10, who are selected based on shared characteristics such as demographics, interests, or experiences. The discussion is moderated by a trained facilitator who encourages participants to share their thoughts, feelings, and attitudes towards the topic. This method is particularly effective for exploring perceptions, opinions, and ideas, making it a valuable tool for business analysis.
References: The information aligns with the Business Analysis Body of Knowledge (BABOK) guide, which outlines focus groups as a technique within the Elicitation and Collaboration knowledge area. It is also supported by various sources that describe focus groups as a form of qualitative research123.