When you find yourself in need of some high-quality, qualitative data about your programs or projects, a great evaluative tool to use is a focus group. A focus group is a method of gathering meaningful insights and opinions from a small group of carefully selected individuals who participate in a guided group discussion. Its purpose is to identify and understand more in-depth perceptions of a program or service than simple survey questions may answer. Read more to find out how to plan and hold a focus group.