What is Focus Groups

       - six to ten participants with common demographic traits ore experience  

       - A skilled moderator

       - A discussion guide with open-ended  questions that follows a logical sequence and                      

addresses topic related to the research purposes.

          - An open environment where confidentiality , for both clients and participant is assured .

FOCUS GROUP ARE USED

- To uncover factors that influence opinions ,behaviors ore motivations.

- To describe a station, gain insight into the reason people feel and behave the way they do.

- To pilot test ideas ,messages .materials ore policies.

- To test ad or campaign manuals using visual and audio props.

- To identify trends and shed light on survey data already collected.

WHY FOCUS GROUPS?

- To bring citizens into the policy –making process.

- To hear real voices behind numbers.

- To know citizen opinions ,trends and prospects in to better respond to them.