Focus groups are group interviews that produce insights through group dynamics. They are useful in exploratory research and during project development. Strengths include collecting a large amount of information quickly as the moderator directs discussion, and understanding similarities and differences in opinions. Weaknesses can include too much moderator influence, groupthink, and discussions getting away from the researcher due to dominant or timid participants. A typical focus group involves a purposive sample of 6-10 people, lasts around 90 minutes, and follows a structured approach with ground rules and icebreaker/exposure questions to explore consensus and diversity of views.

1. JN 553
Focus groups

2. What are focus groups?
Focus groups are group interviews
They produce data and insights you may not get in single
interviews or surveys, because of dynamics of group interaction.
They are particularly useful when used during the developmental
phase of a project.

3. Strengths
A large amount of info may be collected in a short period
of time because moderator may direct discussion.
Provides direct evidence about similarities and differences
in participants’ opinions and experiences.
Can help a researcher learn about consensus and diversity
Good for exploratory research, for “brainstorming,” for
offering new perspectives and ideas the researcher may
not have considered.

4. Weaknesses
Researcher may exert too much influence because of
visible, prominent role.
Group think – a tendency toward conformity.
Dealing with dominant and timid participants
Discussion about controversial topics, or topics that
participants are expert in, can get away from the
researcher

5. Method overview
Purposive sample of six to 10, and over‐recruit
Structured or unstructured? Depends on research needs.
Consider “funnel” approach
Sessions last around 90 minutes (rough estimate)
Lay ground rules (no side discussions, one at a time, etc.).
Start with ice‐breaker question / May start with “exposure”
Track back and forth between what group mentions and
what researcher needs to know – look for overlap
Consider getting participants to write down responses
Moderator can write down points as well on board