Focus groups advantages and disadvantages

Advantages:

• More information because there is a group of people.
• Accurate information
• The face-to-face involvement of a qualified moderator means that everyone is involved and the conversation stays on track
• The people in the group will get each other thinking which will result in a much more in-depth discussion.

Disadvantages:

• Cost more money.
• Results could be biased because the people in the group may just agree with other people in the group instead of their own opinion.