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The authors analyze the use of the focus groups method as a qualitative form of research, which bases its analysis & interpretation primarily on the interaction between respondents. They clarify the possibilities, ways & methodology of its application, & compare it with related methods, pointing out its advantages & shortcomings. Examples are provided of the method's increasingly frequent application in scientific practice, after decades of its successful application for market research purposes, especially in marketing & in public relations. In the social sciences, it is mostly used as a complementary method, ie., as a supplement to related methods, & as a method for pre-testing & operationalization of research instruments. Focus groups allow deep inquiry into reasons, attitudes, values, motives, meanings, beliefs... Adapted from the source document.