What is a strength of focus groups?

A primary strength of focus groups is that they allow researchers to observe body language. This method of data collection involves gathering a small group of individuals to discuss a specific topic or set of topics, which offers a rich, qualitative insight into participants’ thoughts and feelings. When participants express their views verbally, their non-verbal cues—facial expressions, gestures, and body language—can provide additional context and depth to the data being collected. This observational aspect can reveal emotions or reactions that may not be communicated through words alone, enriching the research findings with nuances about participants' attitudes and perceptions.

In contrast, other options like providing quantitative data represent a characteristic of structured surveys or experiments rather than focus groups. Focus groups typically yield qualitative data rather than numerical data. Additionally, focus groups may not necessarily be less time-consuming than surveys, as the group discussions can take considerable time to facilitate and analyze, while surveys can be distributed and collected more quickly. Lastly, focus groups often require a larger number of participants to ensure a diversity of viewpoints and to generate a meaningful discussion, so they do not inherently require fewer participants. This combination of verbal and non-verbal communication analysis makes focus groups a valuable tool for understanding complex opinions and behaviors.