- Save Time
Researcher can capture extensive views from a representative sample within just one focus group session. Comparing with individual in-depth interview, extensive, useful data from multiple participants could be collected within a much shorter period of time.
- Group dynamics and interaction
The group dynamics produced by social interaction and communication between group members is useful: When members challenge, complement, support, disagree or agree with the ideas of others in the group, this can be used to “cross check” the validity of data obtained.