Focus groups:

The focus group is a particular type of group interview, with a small number of participants (usually between five and ten people) brought together to discuss a topic and identify aspects of it which are significant to them. Although the discussion might be structured, participants are free to express their own ideas and respond to the comments of others. The discussion should be recorded, either by audio-tape or notes, and transcribed as soon as possible afterwards. A focus group is a good way to explore attitudes and beliefs and to identify topics for further detailed research, but must be carefully facilitated to avoid being dominated by the most articulate individuals.