Advantages, Get detailed opinions and ideas from people, Researchers can ask follow-up questions, Different people can share different experiences, Useful for understanding why customers think or behave in certain ways, Helps businesses improve products and services, Disadvantages, Some people may be too shy to speak, Strong opinions from one person can influence others, Results are based on small groups, so they may not represent everyone, Can take time and money to organise, Answers may not always be honest or accurate

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