THE relevance of focused group discussions (FGDs) has been a topic of debate in recent years. This method has been a staple in market research, social sciences, and policy development. However, the digital age has introduced new methodologies that challenge the supremacy of FGDs. Here, we explore arguments for and against FGDs and examine emerging new approaches.

Proponents of FGDs argue that this method offers a rich, in-depth understanding of participants' perspectives. FGDs allow researchers to explore complex behaviors, motivations, and attitudes in a way that quantitative methods cannot. The group dynamics often lead to a synergistic effect, where participants build on each other's ideas, revealing insights that might not emerge in individual interviews. The interactive nature of FGDs enables the researcher to observe non-verbal cues and group interactions, providing a more nuanced understanding of the topic under study.