Focus groups are a type of qualitative research method that involves bringing together a small group of individuals from the study population to discuss a specific issue in a controlled setting. The discussion is guided by a facilitator or facilitators using open-ended questions, and the emphasis is on the group talking among themselves rather than to the facilitator. The discussion is recorded and transcribed for analysis by researchers.
Key Facts
- Focus groups are a type of qualitative research method.
- They typically involve four to ten participants meeting for up to two hours.
- A facilitator or facilitators guide the discussion using open-ended questions.
- The emphasis is on the group talking among themselves rather than to the facilitator.
- The discussion is recorded and transcribed for analysis by researchers.
- Focus groups provide descriptive data that cannot be measured numerically.
- They are commonly used in marketing, library science, social science, and user research disciplines.
- Focus groups can generate more nuanced and natural feedback compared to individual interviews.
- They are useful in action research methodology and multimethod studies utilizing different forms of data collection.
- The number of focus groups conducted depends on the study’s aim, methods, and resources.
Focus groups are commonly used in marketing, library science, social science, and user research disciplines. They can provide descriptive data that cannot be measured numerically and are useful in generating more nuanced and natural feedback compared to individual interviews. Focus groups are also valuable in action research methodology and multimethod studies utilizing different forms of data collection.
Characteristics of Focus Groups
Focus groups typically involve four to ten participants meeting for up to two hours. The number of focus groups conducted depends on the study’s aim, methods, and resources.
Focus groups provide several advantages over other research methods. They are a quick way to collect data from several people, produce data unique to the group setting, and can encourage participation from marginalized groups. Focus groups can facilitate discussion of stigmatized or counter-cultural topics due to the feeling of mutual support among participants and can generate more critical comments than individual interviews.
However, focus groups also have some limitations. Individual perspectives that dissent from the focus group’s majority may remain hidden due to overriding behavioral or cultural norms or a desire to be seen as conforming. Confidentiality of individual responses is compromised due to the existence of the group, and focus groups are only applicable when the population of interest has shared social and cultural experiences or common areas of concern. Group discussion may not provide enough depth for researchers to understand experiences, especially in comparison to in-depth interviews. Data is representative of the range of views in a population, not the prevalence of such views, and the facilitator has a strong effect on the focus group’s behavior and can therefore influence the extent to which issues or views are explored. Data analysis is usually very time-consuming due to the quantity produced.
Conclusion
Focus groups are a valuable qualitative research method that can provide rich and insightful data. However, researchers should be aware of the limitations of focus groups and take steps to mitigate them.
References
- Centers for Disease Control and Prevention. (2018, August). Data Collection Methods for Program Evaluation: Focus Groups. Retrieved from https://www.cdc.gov/healthyyouth/evaluation/pdf/brief13.pdf
- Deakin University. (2023, October 12). Focus Groups. Retrieved from https://deakin.libguides.com/qualitative-study-designs/focus-groups
- Scribbr. (2023, June 22). What is a Focus Group? Retrieved from https://www.scribbr.com/methodology/focus-group/
FAQs
What are focus groups?
Focus groups are a type of qualitative research method that involves bringing together a small group of individuals to discuss a specific issue in a controlled setting.
What are the characteristics of focus groups?
Focus groups typically involve four to ten participants meeting for up to two hours. A facilitator or facilitators guide the discussion using open-ended questions, and the emphasis is on the group talking among themselves rather than to the facilitator. The discussion is recorded and transcribed for analysis by researchers.
What are the advantages of focus groups?
Focus groups can provide descriptive data that cannot be measured numerically and are useful in generating more nuanced and natural feedback compared to individual interviews. They are also valuable in action research methodology and multimethod studies utilizing different forms of data collection.
What are the limitations of focus groups?
Individual perspectives that dissent from the focus group’s majority may remain hidden due to overriding behavioral or cultural norms or a desire to be seen as conforming. Confidentiality of individual responses is compromised due to the existence of the group, and focus groups are only applicable when the population of interest has shared social and cultural experiences or common areas of concern. Group discussion may not provide enough depth for researchers to understand experiences, especially in comparison to in-depth interviews. Data is representative of the range of views in a population, not the prevalence of such views, and the facilitator has a strong effect on the focus group’s behavior and can therefore influence the extent to which issues or views are explored. Data analysis is usually very time-consuming due to the quantity produced.
When should focus groups be used?
Focus groups are useful for gathering in-depth information on perceptions, insights, attitudes, experiences, or beliefs. They are particularly helpful for gathering subjective perspectives from key stakeholders.
How are focus groups conducted?
Focus groups are typically conducted in person, but they can also be conducted via teleconference or video conferencing. A facilitator guides the discussion and keeps the group focused on the topic. A note taker records the discussion, and a technician records the session.
How are focus group results analyzed?
Focus group results are analyzed by identifying themes and patterns in the data. This can be done manually or with the help of software.
What are some examples of focus group research?
Focus groups have been used to study a wide range of topics, including consumer behavior, public health, and social policy. For example, focus groups have been used to gather feedback on new products and services, to understand the needs of underserved populations, and to evaluate the effectiveness of social programs.