Focus groups can be analyzed using grounded theory. Grounded theory is an inductive technique of interpreting recorded data about a social phenomenon to build theories about that phenomenon. The technique was developed by Glaser and Strauss (1967)18 in their method of constant comparative analysis of grounded theory research, and further refined by Strauss and Corbin (1990)19 to further illustrate specific coding techniques – a process of classifying and categorizing text data segments into a set of codes (concepts), categories (constructs), and relationships (Bhattacherjee, 2012, p.122).

The interpretations are “grounded in” (or based on) observed empirical data, hence the name. To ensure that the theory is based solely on observed evidence, the grounded theory approach requires that researchers suspend any preexisting theoretical expectations or biases before data analysis, and let the data dictate the formulation of the theory (Bhattacherjee, 2012, p.122).

• Rich data collections: They combine participants observation, interviewing and group interactions. Active interactions between participants can explore their ideas and opinion that might not be uncovered from one -on one questioning (Plummer-D'Amato, 2008). It is most appropriate method for the purposeful use of interaction to generate meaningful opinions, suggestions, and feedback (Jayasekara, 2012).

• Group dynamics: A group of participants is the informative source (Acocella, 2011) and the environment is socially oriented that adds the sense of belonging to a group and increase the cohesiveness of the participants. During group discussions, individuals can express unique viewpoints that may not emerge in one-on-one interviews.

• Quick data collections: FG as an efficient method of obtaining detailed information from number of participants in a short amount of time and at a low cost (Acocella, 2011; Anthony et al, 2009).

• Participant Engagement: A small group enables the sharing of ideas, self-presentation, and linguistic exchanges within a specific cultural context. It allows researchers to observe and present a broader view of social reality in their research practices by paying attention to the original voices of participants (Acocella, 2011).

• Ethical Challenges: Confidentiality and anonymity pose ethical challenges in qualitative research, particularly in focus groups due to researchers' limited control over participants and their potential to communicate outside the group (Sim & Waterfield, 2019).  Disregarding the participants' autonomy, and uncertainty of the roles of the researcher further add ethical challenges (Taquette et al., 2022).

•  Group effect and dominant voices:  A focus group is less useful when the study aims to discuss sensitive issues which might create discomfort to participants and participants are reluctant to talk about the issues as a group (Jayasekara, 2012). If there are power differentials or hierarchical relationships between participants in a focus group, it can limit active interactions. The more powerful participants may prevent others from sharing their perspectives, leading to a discussion that is not fully representative of all participants (Jayasekara, 2012; Curtis, 2007).

• Limited generalizability: The findings of the study may not be generalized due to small sample size, (Bhattacherjee, 2012).

• In-Person Vs Online Focus Group: Traditionally, in-person focus groups have been the go-to approach for qualitative market research. Nowadays, with the advancement in technology and social media, online qualitative data collection is becoming more prevalent. As a result, online focus groups are gaining popularity and are now considered a valid method for collecting qualitative data (Richard et al., 2020)