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Focus Groups

Brief Description:

Focus groups are guided discussions of a small group of citizens. They are normally one-off sessions although several may be run simultaneously in different locations.

Description:

A facilitator leads a guided discussion of 6-12 people on a specific topic. A typical focus group normally lasts one or two hours and is normally recorded and a report is produced of the process and results. This is then distributed to all the participants. The focus group may be watched by the client or other interested parties.

Focus groups provide useful information on how people respond to particular questions or issues, but the short amount of time limits the depth of discussion that can be had.


Used For:

Focus groups allow for an in depth discussion on a specific topic with a few people over a couple of hours.

It allows the client to have a greater understanding of what may lie behind an opinion or how people approach an issue.


Suitable participants:

Members of the focus group can be selected to be representative of the population at large or of a specific group of the population. It can be a good way of engaging marginalised groups.

The group needs to be small (6-12) for participants to feel comfortable in voicing their views.


Cost:

Medium-Low

The cost of focus groups is generally not very high, unless you need to recruit participants through truly random selection, which can be costly.

An incentive may have to be offered to citizens in order to get them to participate in the focus group. Additional costs include
venue hire (choose an informal setting where possible), catering and supporting arrangements, such as childcare.


Time Requirements:

Low

The focus group event itself is relatively short but do not overlook the time required to plan the event, recruit the participants and write up and respond to the results of the focus group.

If the topic for discussion is complex or largely unknown to the participants you may need to provide reading in advance.


When To Use / What It Can Deliver:

Use focus groups when:

  • you want participants to interact in a small group,
  • you are looking to explore the views of the wider population or specific groups,
  • you need to understand the views of groups that would not normally respond to written questionnaires or consultations,
  • you want to get the views of people who are not native English speakers (through the use of translators),

When Not To Use / What It Cannot Deliver:

Do not use focus groups if:

  • you are looking for a detailed exploration of an issue, as some people feel that focus group discussions do not allow enough time to discuss things in depth
  • you are looking for quantitative or fully representative results,
  • you want to make a decision through participation.

Strengths:

  • High level of participant interaction due to the small size of the group.
  • Can lead to a greater understanding of how people think about issues.
  • Members can be specially recruited to fit (demographic) profiles.
  • Good for getting opinions from people who would not be prepared to give written answers. Focus groups can be useful for getting opinions from non-native speakers, using translators
  • Provides understanding of how people think about issues.

Weaknesses:

  • The group may be dominated by one or two strong opinions and who may imbalance the discussion. Some participants may feel inhibited to speak.
  • Responses are not quantitative and so cannot be used to gauge wider opinion.
  • It may be difficult to find a suitable facilitator.
  • The term 'focus group' has been used widely and may describe any small meeting of people.

Origin:

Market Research

Focus groups were developed in the private sector and are now widely used in the private, public and social research sectors.


Case Studies:


Related Methods


Restrictions In Use


None

Further Information

Contact: Ipsos MORI
MORI House
79-81 Borough Road
London, SE1 1FY
Telephone: 020 7347 3000
Fax: 020 7347 3800
Email: mori@mori.com
Web: http://www.mori.com

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