Ideal characteristics of a focus group discussion

The ideal characteristics for a focus group are as follows:

• The group consists of eight to twelve members.
• The people in the group are similar in terms of demographics and socioeconomic factors (e.g. consisting of all women, or all adolescents, etc.) but are likely to have a range of different views.
• Discussion generally lasts for 90 minutes to two hours.
• The moderator has experience of the issues being discussed.
• Conversation should be videoed and/or audio-taped, or notes taken.
• Emphasis is on the interaction between the group members, rather than their individual perspectives.
• The goal is not for everyone to reach agreement; instead, the aim is for the participants to reflect on the discussion topics, present their opinions, and respond to the comments of other group members.