Pronunciation: [fˈə͡ʊkəs ɡɹˈuːp] (IPA) 
The spelling of "focus group" is relatively straightforward. It is spelled with the letter "f" followed by "o-c-u-s." The "o" is pronounced like the "o" in "pot" and the "u" is pronounced like the "u" in "put." The "c" is pronounced like the "k" sound and is followed by the "u" sound. Finally, the word ends with the letters "g-r-o-u-p," which are pronounced with a hard "g" sound and an "ooh" sound at the end.
A focus group refers to a specialized method of gathering qualitative data in research, typically used in marketing, product development, or social sciences. It involves bringing together a small group of individuals, usually 6 to 12, who represent the target demographic or share certain characteristics relevant to the research topic. Through structured and often semi-structured discussions, focus groups aim to explore participants' attitudes, opinions, beliefs, and experiences regarding a specific product, service, concept, or issue.
The focus group setting is facilitated by a skilled moderator who guides the discussion and ensures that all participants have an equal opportunity to express their views. The conversations are typically audio or video-recorded and transcribed for analysis. A focus group may also involve the use of various visual aids or stimuli, such as product prototypes, advertisements, or visual representations, to stimulate discussion and garner participant insights.
The primary goal of a focus group is to obtain in-depth qualitative information that can provide insights into consumers' perceptions, preferences, and behaviors. The information gathered from focus groups is considered valuable for informing decision-making processes, identifying trends, generating ideas, evaluating products or services, and improving marketing strategies. While the findings from a focus group cannot be generalized to the entire population, they provide rich and detailed insights that complement other research methods, such as surveys or observations.
The word "focus group" originated in the field of market research and has its roots in the Latin word "focus", which means "hearth" or "fireplace". The term was initially coined by sociologist Robert K. Merton and advertising executive James G. March in the late 1940s.
The use of the word "focus" in this context refers to concentrating or directing attention towards a central point or topic of discussion. The concept was inspired by Merton and March's observation that people tend to form opinions based on the opinions and behaviors of others. By bringing a group of individuals together for a focused discussion, researchers and advertisers sought to gather insights and opinions on products, services, or ideas.
Over time, the phrase "focus group" became widely adopted to describe a research methodology where a selected group of individuals is brought together to discuss specific topics in-depth, under the guidance of a moderator or facilitator.
