Both focus groups and key informant interviews are used to gather opinions on a specific topic. The information learned guides future action. Each evaluation method has its advantages and disadvantages.

A focus group is a small-group discussion guided by a trained leader. It is used to discuss complex ideas in-depth. Key advantages of focus groups: The group format stimulates discussion, generates new ideas, and promotes exploration of unknowns. Key disadvantages: Focus groups require an experienced and skilled facilitator; it may be difficult to recruit and schedule appropriate participants.

A key informant interview is an in-depth interview that collects information from individual experts. Key advantages of key informant interviews: Can be conducted by staff in-person or by telephone; meetings build relationships between staff and community leaders. Disadvantages include: Requires careful selection of subjects to gather input from the most knowledgeable people; requires meeting with many people in order to produce results that can be generalized.