Consumer-based research: using focus groups as a method for evaluating quality of care.

In response to the consumer movement, health care organizations have become interested in obtaining feedback through face-to-face contacts with the people using their products and services. Focus groups are one qualitative research method of obtaining rich information within a social context. The article discusses the purpose, design, and methodology of focus groups, and a case example is given. Focus groups can add to existing knowledge about how well services are being delivered or what new products might be developed in the future.