When should you use a focus group instead of interviews?

Use a focus group when you want to see how people respond to and build on each other's views — the interaction is the data. They suit exploring shared experiences, norms, and the range of opinions in a group. Use one-to-one interviews instead when the topic is sensitive, personal, or you need depth on each individual's account without group influence.

What is the ideal focus group size?

Most guidance suggests around six to eight participants per group — large enough for varied discussion, small enough that everyone can contribute. Smaller groups of four to six can work for complex or emotive topics. You then run several groups, often three to six, until you stop hearing new themes.

What does a focus group moderator do?

The moderator guides the discussion with open questions, keeps it on track, and manages group dynamics — drawing out quieter members and gently containing dominant ones. The aim is to facilitate a natural conversation among participants rather than to run a group interview, so the moderator talks as little as possible.

How do you analyse focus group data?

Focus group transcripts are usually analysed with thematic or content analysis, like interview data, but with attention to the group level — points of agreement and disagreement, how views shifted through interaction, and who said what. Good analysis treats the interaction itself as evidence, not just the individual statements.

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Focus group research

By Dr. Rafiq Muhammad, MD, PhD · Updated June 2026

A focus group isn’t a group interview — the point is the interaction. You watch people respond to and build on each other’s views, which surfaces shared norms and the range of opinion in a way one-to-one interviews can’t. That same strength is its limit: for sensitive or deeply personal topics, the group is the wrong room.

Focus group or interviews?

Focus group — when the interaction is the data: shared experiences, group norms, the spread of views, reactions to an idea.
Interviews — when the topic is sensitive or personal, or you need depth on each individual’s account without group influence.

Size and number

Aim for roughly 6–8 participants per group — enough for varied discussion, few enough that everyone speaks. Drop to 4–6 for complex or emotive topics. Then run several groups (often 3–6) until you reach saturation — no new themes emerging.

The moderator’s job

Guide with open questions, keep it on track, and manage the dynamics: draw out the quiet, gently contain the dominant, and let participants talk to each other. The best moderators talk least — your job is to facilitate a conversation, not interview a row of people in turn.

The dominant-talker problem is the classic focus-group failure. One confident voice can anchor the whole group. Plan for it: round-robin prompts (“let’s hear from someone who hasn’t spoken on this”) keep the data from becoming one person’s opinion.

Analysing the data

Analyse transcripts with thematic or content analysis, like interviews — but keep the group level in view: where they agreed, where they clashed, how views shifted through the discussion. Treating the interaction as evidence (not just the individual quotes) is what makes it genuine focus-group analysis.

A focus group needs a strong question route. The free Interview Guide Builder turns your research questions into an ordered set of open prompts and follow-ups you can run a group from.

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Frequently asked questions

Focus group or interviews?

Focus group when the interaction is the data (shared norms, range of views); interviews for sensitive, personal, or individual-depth topics.

Ideal size?

Around 6–8 per group (4–6 for emotive topics), running several groups until no new themes emerge.

What does the moderator do?

Guides with open questions, manages dynamics, and lets participants talk to each other — talking as little as possible.

How do you analyse it?

Thematic or content analysis, but at the group level — agreement, disagreement, and how views shifted through interaction.

How to conduct research interviews → Open the Interview Guide Builder →