Focus Groups

A focus group is a qualitative research method in which a trained moderator conducts a collective interview of typically six to eight participants from similar backgrounds, similar demographic characteristics, or both. Focus groups create open lines of communication across individuals and rely on the dynamic interaction between participants to yield data that would be impossible to gather via other approaches, such as one-on-one interviewing. When done well, focus groups offer powerful insights into people’s feelings and thoughts and thus a more detailed, nuanced, and richer understanding of their perspectives on ideas, products, and policies.(2008) Encyclopedia of Survey Research Methods

What Are Focus Groups?

More on Focus Groups

Focus Groups: A Case Study About a Project When Focus Groups Were Used - University of Wisconsin Extension
Jenna Klink, Evaluation & Program Development Specialist, and Patricia Carroll, Human Development and Relationships Educator at UW-Madison Division of Extension, discuss a case study when focus groups were used. May 25, 2023
Focus Groups: Tips for Using Focus Groups - University of Wisconsin Extension
In this video, county-based faculty Pattie Carroll talks with Jenna Klink about how to use focus groups as a method and tips for implementing this method. May 15, 2023

Focus Groups 101

Focus groups are a polarizing research method. Within UX, they are best used in early discovery research to understand interest in a concept. Oct 27, 2023 - Nielsen Norman Group

Articles

The What, Why and How of Conducting Focus-Group Research - Fatimah Almutrafi
Qualitative research methodology is considered to be appropriate if a researcher plans to scrutinise a new area of study or research a topic when it is not suitable to use observational techniques such as attitudes and decision-making. The choice of any research methodology depends on the purpose of the research. In social science research, the three most common qualitative methods are observation, interviews, and focus groups. Each method is particularly suitable for obtaining a specific type of data. For example, the use of observation is suitable for collecting data on naturally occurring behaviour found in their usual contexts. Interviews are most appropriate for collecting data on people’s personal histories, perspectives, and experiences, particularly when exploring sensitive topics. Focus groups are effective in obtaining information on how groups of individuals think or feel about a specific issue and they also give greater insight into why certain beliefs are held. This paper aims to highlight different issues with regard to using focus groups as a qualitative method in the field of social sciences that can be integrated into an overall study design or can occur independently when a specific issue is being investigated. It starts off with an overview of focus groups and presents the values and limitations of using focus groups followed by some principles for composing them. The paper also discusses the role of the moderator. It concludes with the ethical considerations that should be taken into account when planning to use the focus group methodology.