Difference Between Focus Group and Interview: Which Qualitative Method Should You Choose?
When conducting qualitative research, two methods often stand out: focus groups and in-depth interviews (IDIs). Both are powerful tools for uncovering insights, but they serve different purposes and deliver different types of data. Understanding the differences can help you choose the right approach for your research objectives.
What is a Focus Group?
A focus group is a moderated discussion with a small group of participants – typically 6 to 10 – who share their opinions on a specific topic. The group dynamic encourages interaction, allowing participants to build on each other’s ideas. This method is ideal for:
- Exploring consumer attitudes and perceptions.
- Generating new ideas through group synergy.
- Observing social dynamics and non-verbal cues. [trymata.com], [rev.com]
Advantages of Focus Groups
- Multiple perspectives in one session.
- Efficient for gathering diverse opinions quickly.
- Stimulates creativity through group interaction.
Disadvantages
- Risk of groupthink– participants may conform to dominant voices.
- Less depth per individual compared to interviews.
- Requires skilled moderation to manage dynamics. [intotheminds.com]
What is an Interview?
An in-depth interview (IDI) is a one-on-one conversation between a researcher and a participant. It allows for deep exploration of personal experiences, motivations, and attitudes. This method is ideal for:
- Sensitive topics requiring privacy.
- Detailed insights into individual decision-making.
- Complex B2B or healthcare research. [usercall.co]
Advantages of Interviews
- Rich, detailed responses.
- Lower risk of social bias.
- Easier to analyze and code. [intotheminds.com]
Disadvantages
- Time-consuming and resource-intensive.
- Limited perspectives per session.
- Higher cost for large sample sizes. [empowerweb.org]
Key Differences at a Glance
| Aspect | Focus Group | Interview |
| Participants | 6 –10 per session | 1 per session |
| Depth of Insight | Moderate | High |
| Social Dynamics | Encourages interaction | Private, no peer influence |
| Efficiency | High (multiple voices at once) | Lower (one person at a time) |
| Best For | Idea generation, group reactions | Sensitive topics, personal experiences |
When to Use Each Method
- Choose Focus Groups when you need broad perspectives, want to observe group dynamics, or are testing concepts and messaging.
- Choose Interviews when you need depth, are exploring sensitive topics, or require individual decision-making insights.
Examples
- Focus Group: Testing reactions to a new product design among diverse consumers.
- Interview: Exploring a physician’s prescribing behavior for a new medication. [helpfulprofessor.com]
How Veridata Insights Delivers Both
At Veridata Insights, we offer:
- Online & In-Person Focus Groups: With advanced platforms, breakout rooms, and AI-powered transcripts.
- In-Depth Interviews: Scheduled globally, with multilingual moderation and white-glove service.
- Custom Recruitment: For hard-to-reach audiences like B2B decision-makers and healthcare professionals.
- Rapid Turnaround: Same-day or overnight programming for urgent projects. [veridatainsights.com], [esomar.org]
Our motto says it all: Data You Trust. Service You Need.
Connect with Veridata Insights today to learn more.
