"What is a focus group? Why do we use them? When should we use them? When should we not? As a reader of this book, you may wish to know the answers to these questions. You are possibly considering using focus groups in a research project. The primary objective of this book is to assist you in this process from start to finish, that is, from deciding if you should use focus groups all the way to analyzing and storing the data that are eventually generated. Along the way, the book includes examples of published works that have incorporated focus groups into their research design. It also provides practice exercises. By the book's end, you should know if, when, and how to undertake focus groups. First, though, let's begin with a definition. When you think of focus groups, what comes to mind? Even if you have never participated in one, you can probably imagine what they are like. At the very least, you have likely seen a portrayal of one on TV or at the movies. Fictional examples abound. On Mad Men, the advertising company, Sterling Cooper, brings together a set of young women to discuss their daily beauty routines. The HBO series, Silicon Valley, includes a focus group in which young adults absolutely skewer the new operating system of the so-called "Hooli Phone." The character, Bertie, on the NetFlix series, Love, uses her skill-set as a focus moderator to snag a guy at a party. Focus groups even made an appearance at the 84th Academy Awards, where (mock) footage from a 1920s focus group on The Wizard of Oz was released. The list goes on and on, and includes examples from The Simpsons and Parks and Recreation, as well as a host of movies, including Spinning Boris (2003) and Our Brand is Crisis, both the documentary (2005) and the movie (2015)"--