Research using group depth interviews, or focus groups, is one of the most widely employed research methods across a wide range of disciplines and has a long history with deep roots in the social sciences (Stewart & Shamdasani, 2014 ). While such interviews have limitations, their appropriate use for quickly investigating topics about which rather little is known is seldom questioned. Much of the criticism of focus group research focuses on its inappropriate uses, such as developing projectable point estimates, forecasting, and selection of the ‘best’ alternative actions, rather than as tool for discovery.
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