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The interactive nature of a focus group often encourages a richer discussion than would have been possible in individual interviews. NORC provides its own focus group facilitators, drawing on our staff members who have both the subject-matter expertise and the facilitation skills to professionally manage the conversation. Although we start with carefully designed protocols, the focus group environment requires facilitators to continuously make judgments about when to ask follow-up questions, when to allow participants to veer off the intended topic, and how to bring the conversation back to ensure that the group covers all questions in the protocol.