Benefits, Provide qualitative data with a high level of validity., Capture participants' views and emotions, helping guide future research., Help explain the why and how behind an issue., Offer detailed insights into attitudes, beliefs, and behaviours., Group discussions can reveal insights missed by quantitative methods., Time-efficient way to collect information from several participants at once., Show how people influence each other and develop shared understandings., Neutral moderator can lead to honesty., Drawbacks, Findings cannot be generalised to the whole population due to small, often unrepresentative samples., Researchers have less control over the data than in surveys or one-to-one interviews., More complex and time-consuming to organise than individual interviews., Heterogeneous groups may discourage some participants from contributing., Some people may feel uncomfortable speaking, especially if they lack confidence or have communication difficulties., Not fully confidential or anonymous, as information is shared within the group., Homogeneous groups may limit diversity of views

Focus Groups

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