Definition
A qualitative research method based on a moderated conversation with a small group (6-10 people) about a topic, product or concept. It captures interactions, contrasting opinions and social reactions that an individual interview does not reveal. Main risk: the social conformity effect (groupthink) — participants may align with the dominant voice.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.