THE FUTURE OF FOCUS GROUPS

Focus groups will continue to receive considerable use because they fill a unique niche. Focus groups allow participants to hear ideas and use those concepts in formulating their opinions. Focus groups capture the complexity of the human experience and provide valuable information to decision makers. People will continue to modify and adapt focus group interviews. The change will be driven by emerging opportunities, technology, resources, changes in thinking, and the desire for descriptive information. These changes will have an impact on the rigor or usefulness of future focus group studies. © 1995, Sage Publications. All rights reserved.