focus group discussion essay

What Is a Focus Group?

Saul McLeod, PhD

Editor-in-Chief for Simply Psychology

BSc (Hons) Psychology, MRes, PhD, University of Manchester

Saul McLeod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.

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Olivia Guy-Evans, MSc

Associate Editor for Simply Psychology

BSc (Hons) Psychology, MSc Psychology of Education

Olivia Guy-Evans is a writer and associate editor for Simply Psychology. She has previously worked in healthcare and educational sectors.

A focus group is a qualitative research method that involves facilitating a small group discussion with participants who share common characteristics or experiences that are relevant to the research topic. The goal is to gain insights through group conversation and observation of dynamics.

In a focus group:

• A moderator asks questions and leads a group of typically 6 to 12 pre-screened participants through a discussion focused on a particular topic.
• Group members are encouraged to talk with one another, exchange anecdotes, comment on each others’ experiences and points of view, and build on each others’ responses.
• The goal is to create a candid, natural conversation that provides insights into the participants’ perceptions, attitudes, beliefs, and opinions on the topic.
• Focus groups capitalize on group dynamics to elicit multiple perspectives in a social environment as participants are influenced by and influence others through open discussion.
• The interactive responses allow researchers to quickly gather more contextual, nuanced qualitative data compared to surveys or one-on-one interviews.

Focus groups allow researchers to gather perspectives from multiple people at once in an interactive group setting. This group dynamic surfaces richer responses as participants build on each other’s comments, discuss issues in-depth, and voice agreements or disagreements.

It is important that participants feel comfortable expressing diverse viewpoints rather than being pressured into a consensus.

Focus groups emerged as an alternative to questionnaires in the 1930s over concerns that surveys fostered passive responses or failed to capture people’s authentic perspectives.

During World War II, focus groups were used to evaluate military morale-boosting radio programs. By the 1950s focus groups became widely adopted in marketing research to test consumer preferences.

A key benefit K. Merton highlighted in 1956 was grouping participants with shared knowledge of a topic. This common grounding enables people to provide context to their experiences and allows contrasts between viewpoints to emerge across the group.

As a result, focus groups can elicit a wider range of perspectives than one-on-one interviews.

Step 1 : Clarify the Focus Group’s Purpose and Orientation

Clarify the purpose and orientation of the focus group (Tracy, 2013). Carefully consider whether a focus group or individual interviews will provide the type of qualitative data needed to address your research questions.

Determine if the interactive, fast-paced group discussion format is aligned with gathering perspectives vs. in-depth attitudes on a topic.

Consider incorporating special techniques like extended focus groups with pre-surveys, touchstones using creative imagery/metaphors to focus the topic, or bracketing through ongoing conceptual inspection.

For example

A touchstone in a focus group refers to using a shared experience, activity, metaphor, or other creative technique to provide a common reference point and orientation for grounding the discussion.

The purpose of Mulvale et al. (2021) was to understand the hospital experiences of youth after suicide attempts.

The researchers created a touchstone to focus the discussion specifically around the hospital visit. This provided a shared orientation for the vulnerable participants to open up about their emotional journeys.

In the example from Mulvale et al. (2021), the researchers designated the hospital visit following suicide attempts as the touchstone. This means:

• The visit served as a defining shared experience all youth participants could draw upon to guide the focus group discussion, since they unfortunately had this in common.
• Framing questions around recounting and making meaning out of the hospitalization focused the conversation to elicit rich details about interactions, emotions, challenges, supports needed, and more in relation to this watershed event.
• The hospital visit as a touchstone likely resonated profoundly across youth given the intensity and vulnerability surrounding their suicide attempts. This deepened their willingness to open up and established group rapport.

So in this case, the touchstone concentrated the dialogue around a common catalyst experience enabling youth to build understanding, voice difficulties, and potentially find healing through sharing their journey with empathetic peers who had endured the same trauma.

Step 2 : Select a Homogeneous Grouping Characteristic

Select a homogeneous grouping characteristic (Krueger & Casey, 2009) to recruit participants with a commonality, like shared roles, experiences, or demographics, to enable meaningful discussion.

A sample size of between 6 to 10 participants allows for adequate mingling (MacIntosh 1993).

More members may diminish the ability to capture all viewpoints. Fewer risks limited diversity of thought.

Balance recruitment across income, gender, age, and cultural factors to increase heterogeneity in perspectives. Consider screening criteria to qualify relevant participants.

Choosing focus group participants requires balancing homogeneity and diversity – too much variation across gender, class, profession, etc., can inhibit sharing, while over-similarity limits perspectives. Groups should feel mutual comfort and relevance of experience to enable open contributions while still representing a mix of viewpoints on the topic (Morgan 1988).

Mulvale et al. (2021) determined grouping by gender rather than age or ethnicity was more impactful for suicide attempt experiences.

They fostered difficult discussions by bringing together male and female youth separately based on the sensitive nature of topics like societal expectations around distress.

Step 3 : Designate a Moderator

Designate a skilled, neutral moderator (Crowe, 2003; Morgan, 1997) to steer productive dialogue given their expertise in guiding group interactions. Consider cultural insider moderators positioned to foster participant sharing by understanding community norms.

Define moderator responsibilities like directing discussion flow, monitoring air time across members, and capturing observational notes on behaviors/dynamics.

Choose whether the moderator also analyzes data or only facilitates the group.

Mulvale et al. (2021) designated a moderator experienced working with marginalized youth to encourage sharing by establishing an empathetic, non-judgmental environment through trust-building and active listening guidance.

Step 4 : Develop a Focus Group Guide

Develop an extensive focus group guide (Krueger & Casey, 2009). Include an introduction to set a relaxed tone, explain the study rationale, review confidentiality protection procedures, and facilitate a participant introduction activity.

Also include guidelines reiterating respect, listening, and sharing principles both verbally and in writing.

Group confidentiality agreement

The group context introduces distinct ethical demands around informed consent, participant expectations, confidentiality, and data treatment. Establishing guidelines at the outset helps address relevant issues.

Create a group confidentiality agreement (Berg, 2004) specifying that all comments made during the session must remain private, anonymous in data analysis, and not discussed outside the group without permission.

Have it signed, demonstrating a communal commitment to sustaining a safe, secure environment for honest sharing.

Berg (2004) recommends a formal signed agreement prohibiting participants from publicly talking about anything said in the focus group without permission. This reassures members their personal disclosures are safeguarded.

Develop questions starting general then funneling down to 10-12 key questions on critical topics. Integrate think/pair/share activities between question sets to encourage inclusion. Close with a conclusion to summarize key ideas voiced without endorsing consensus.

Krueger and Casey (2009) recommend structuring focus group questions in five stages:

Opening Questions:

• Start with easy, non-threatening questions to make participants comfortable, often related to their background and experience with the topic.
• Get everyone talking and open up initial dialogue.
• Example: “Let’s go around and have each person share how long you’ve lived in this city.”

Introductory Questions:

• Transition to the key focus group objectives and main topics of interest.
• Remain quite general to provide baseline understanding before drilling down.
• Example: “Thinking broadly, how would you describe the arts and cultural offerings in your community?”

Transition Questions:

• Serve as a logical link between introductory and key questions.
• Funnel participants toward critical topics guided by research aims.
• Example: “Specifically related to concerts and theatre performances, what venues in town have you attended events at over the past year?”

Key Questions:

• Drive at the heart of study goals, and issues under investigation.
• Ask 5-10 questions that foster organic, interactive discussion between participants.
• Example: “What enhances or detracts from the concert-going experience at these various venues?”

Ending Questions:

• Provide an opportunity for final thoughts or anything missed.
• Assess the degree of consensus on key topics.
• Example: “If you could improve just one thing about the concert and theatre options here, what would you prioritize?”

It is vital to extensively pilot test draft questions to hone the wording, flow, timing, tone and tackle any gaps to adequately cover research objectives through dynamic group discussion.

Step 5 : Prepare the focus group room

Prepare the focus group room (Krueger & Casey, 2009) attending to details like circular seating for eye contact, centralized recording equipment with backup power, name cards, and refreshments to create a welcoming, affirming environment critical for participants to feel valued, comfortable engaging in genuine dialogue as a collective.

Arrange seating comfortably in a circle to facilitate discussion flow and eye contact among members. Decide if space for breakout conversations or activities like role-playing is needed.

Refreshments

• Coordinate snacks or light refreshments to be available when focus group members arrive, especially for longer sessions. This contributes to a welcoming atmosphere.
• Even if no snacks are provided, consider making bottled water available throughout the session.
• Set out colorful pens and blank name tags for focus group members to write their preferred name or pseudonym when they arrive.
• Attaching name tags to clothing facilitates interaction and expedites learning names.
• If short on preparation time, prepare printed name tags in advance based on RSVPs, but blank name tags enable anonymity if preferred.

Krueger & Casey (2009) suggest welcoming focus group members with comfortable, inclusive seating arrangements in a circle to enable eye contact. Providing snacks and music sets a relaxed tone.

Step 6 : Conduct the focus group

Conduct the focus group utilizing moderation skills like conveying empathy, observing verbal and non-verbal cues, gently redirecting and probing overlooked members, and affirming the usefulness of knowledge sharing.

Use facilitation principles (Krueger & Casey, 2009; Tracy 2013) like ensuring psychological safety, mutual respect, equitable airtime, and eliciting an array of perspectives to expand group knowledge. Gain member buy-in through collaborative review.

Record discussions through detailed note-taking, audio/video recording, and seating charts tracking engaged participation.

The role of moderator

The moderator is critical in facilitating open, interactive discussion in the group. Their main responsibilities are:

• Providing clear explanations of the purpose and helping participants feel comfortable
• Promoting debate by asking open-ended questions
• Drawing out differences of opinion and a range of perspectives by challenging participants
• Probing for more details when needed or moving the conversation forward
• Keeping the discussion focused and on track
• Ensuring all participants get a chance to speak
• Remaining neutral and non-judgmental, without sharing personal opinions

Moderators need strong interpersonal abilities to build participant trust and comfort sharing. The degree of control and input from the moderator depends on the research goals and personal style.

With multiple moderators, roles, and responsibilities should be clear and consistent across groups. Careful preparation is key for effective moderation.

Mulvale et al. (2021) fostered psychological safety for youth to share intense emotions about suicide attempts without judgment. The moderator ensured equitable speaking opportunities within a compassionate climate.

Krueger & Casey (2009) advise moderators to handle displays of distress empathetically by offering a break and emotional support through active listening instead of ignoring reactions. This upholds ethical principles.

Advantages and disadvantages of focus groups

Focus groups efficiently provide interactive qualitative data that can yield useful insights into emerging themes. However, findings may be skewed by group behaviors and still require larger sample validation through added research methods. Careful planning is vital.

• Efficient way to gather a range of perspectives in participants’ own words in a short time
• Group dynamic encourages more complex responses as members build on others’ comments
• Can observe meaningful group interactions, consensus, or disagreements
• Flexibility for moderators to probe unanticipated insights during discussion
• Often feels more comfortable sharing as part of a group rather than one-on-one
• Helps participants recall and reflect by listening to others tell their stories

Disadvantages

• Small sample size makes findings difficult to generalize
• Groupthink: influential members may discourage dissenting views from being shared
• Social desirability bias: reluctance from participants to oppose perceived majority opinions
• Requires highly skilled moderators to foster inclusive participation and contain domineering members
• Confidentiality harder to ensure than with individual interviews
• Transcriptions may have overlapping talk that is difficult to capture accurately
• Group dynamics adds layers of complexity for analysis beyond just the content of responses

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Kitzinger J. (1995). Introducing focus groups. British Medical Journal, 311 , 299-302.

Morgan D.L. (1988). Focus groups as qualitative research . London: Sage.

Mulvale, G., Green, J., Miatello, A., Cassidy, A. E., & Martens, T. (2021). Finding harmony within dissonance: engaging patients, family/caregivers and service providers in research to fundamentally restructure relationships through integrative dynamics .  Health Expectations ,  24 , 147-160.

Powell, R. A., Single, H. M., & Lloyd, K. R. (1996). Focus groups in mental health research: enhancing the validity of user and provider questionnaires .  International Journal of Social Psychiatry ,  42 (3), 193-206.

Puchta, C., & Potter, J. (2004). Focus group practice . Sage.

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Smith, J. A., Scammon, D. L., & Beck, S. L. (1995). Using patient focus groups for new patient services.  The Joint Commission Journal on Quality Improvement ,  21 (1), 22-31.

Smithson, J. (2008). Focus groups.  The Sage handbook of social research methods , 357-370.

White, G. E., & Thomson, A. N. (1995). Anonymized focus groups as a research tool for health professionals.  Qualitative Health Research ,  5 (2), 256-261.

Download PDF slides of the presentation ‘ Conducting Focus Groups – A Brief Overview ‘

15 Focus Group Examples

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

Learn about our Editorial Process

A focus group is a group of people brought together for a qualitative research project to answer questions as a group. It is used in academia, political polling, and product user testing.

The benefit of a focus group is that it can gain a wide range of people’s detailed perceptions, opinions, beliefs, and attitudes towards a particular topic. It can also save time in contrast to one-to-one interviews (Kamberelis & Dimitriadis, 2013).

However, this approach has weaknesses. Generally, focus groups cannot generate generalizable or statistically relevant insights (Guest, Namey & McKenna, 2017). Furthermore, there is always the concern that group members will influence one another’s responses, generating groupthink , in a way that could have been avoided in one-to-one interviews.

Focus Group Examples

1. market research.

When a company is looking into rolling-out a new product or design, they may conduct focus groups prior to even deciding upon the product to create. This helps them to choose the right product that actually has consumer interest and demand.

Companies don’t want to spend all that money on research and development without knowing they can sell the product in the first place.

This is where focus groups come in. It can help increase the company’s certainty about their upcoming product designs and steer the company in the right direction.

2. Product Testing

Product testing is an integral part of the development process that occurs after a prototype has been developed.

In this stage, consumers are asked to use, handle, and operate a product in its prototype phase to give their reactions and feedback. Often, this prototype is just a “minimal viable product.”

Feedback can range from small details like the texture or color of the product to larger issues such as functionality or usability.

This vital information can help a company refine its product, improving the chances of a successful launch and consumer satisfaction when the product hits the market.

3. Political Polling

Often, political parties will gather together a focus group of, say, 8 to 15 people, to get feedback on how the politician comes across on camera. What does the population think of them?

This starts by compiling a diverse group of people from various demographic categories.

Carefully designed questions can gather answers that can help politicians and policymakers gauge the public mood on various issues. These insights often lead to adjustments in campaign strategies, policy decisions, or public statements.

Furthermore, political polling can measure the effectiveness of political campaigns or understand swing voter behavior, enabling a more targeted electoral strategy.

4. Website Usability Testing

Website usability testing entails the use of a focus group to evaluate the efficiency, effectiveness, and satisfaction a user experiences when navigating a website.

Participants are asked to perform various tasks on the website under examination. This could mean finding a specific piece of information or completing a purchase.

Their experiences, challenges, and any difficulties they might face are noted and analyzed in detail.

Valuable insights garnered from their feedback can then be utilized to improve site design, enhance user interface, or correct any elements that might be causing confusion or inconvenience to users.

5. Television Show Pilots

A television show pilot is the first standalone episode of a television series that is used to sell the show to a television network.

Usually, a focus group is assembled to watch the show and provide feedback. What did they enjoy? What lost their interest?

Feedback from this group can help the production company to modify or completely overhaul aspects of the show, or even decide not to go ahead with funding the entire season of the show.

Based on the feedback from the focus group, there might emerge script amendments, actor changes, or even different camera angles, all meant to improve viewer engagement and enjoyment based on the feedback from the group.

6. New Educational Curricula

The introduction of new educational curricula usually involves getting the viewpoints of the people who will be affected by these changes (known as educational stakeholders).

Input is sought from a cross-section of individuals including not only teachers and administrators, but also students and parents. What is their opinion of the proposed changes?

The feedback gathered can shape the way the curriculum is designed, including how information is presented, what resources are required, and how progress and success are evaluated.

If the new educational curriculum aligns better with the needs and wishes of the educational community, it’s likely to be more effective and to achieve more success.

7. Public Policy Feedback

Public policy feedback involves seeking public opinion on proposed policies or laws before they are enacted.

It first starts with assembling a demographically diverse group representative of different sections of the public, who may be invited to a town hall or similar official event to hear about the proposals from experts.

The group is then presented with a proposed law or regulation, and their opinions, thoughts and ideas are collected. Clear, constructive feedback about the policies can be used to amend or modify them.

This not only ensures the policy is effective and beneficial, but also improves public trust in the government, knowing their opinion is valued.

8. Expert Panels

Expert panels are tailored focus groups composed of individuals possessing specialized knowledge or expertise in a particular area. This group is assembled when there’s a need for informed and expert feedback.

Typically, these experts are invited to review and discuss a particular topic or product. Their task is to offer their insights, criticisms, and suggestions, which are usually more in-depth and technical than a layperson’s perspective.

The company hosting the panel stands to benefit tremendously from their insights, gaining information they can use to refine, modify, or confirm their strategies or products based on expert advice.

9. Advertising Campaigns

In the world of advertising, designers and creatives meticulously put together campaigns hoping to make the greatest impact possible. But how do they know if their ideas will resonate?

An advertising campaign focus group is assembled to view, analyze and offer real-time feedback on a proposed advertising campaign before it is unveiled to the public.

Through the observations of the group, the creators of the advertisement are better able to evaluate the effectiveness of their ad, fine-tune their approach, or completely rethink their strategy if necessary.

10. Brand Perception Research

A company’s brand is everything. It dictates how customers perceive the company’s products and services, and that perception can make or break a business.

Therefore, businesses utilize focus groups to uncover current perceptions of their brand. They take note of associations, beliefs, and thoughts elicited by their products and advertisements amongst the group.

This feedback can help the company better align their branding to the expectations and preferences of their target demographic, or it can validate that their current advertising approach is working effectively.

11. Employee Satisfaction Feedback

Companies invest in employee satisfaction feedback to better understand their employees’ needs, job satisfaction levels, and areas of potential improvement in the company. This, in turn, may help them attract and retain the best talent.

Once a representative group of employees is selected, they are asked to talk openly and honestly about their experiences of working for the company. This may cover areas such as their workload, work-life balance, rapport with colleagues and superiors, job security, and advancement opportunities.

The results can provide a goldmine of information for employers, who can then focus their efforts on addressing the concerns raised, thereby improving employee morale, productivity, and reducing staff turnover.

12. Consumer Preferences Research

Recognizing and understanding consumers’ tastes and preferences is paramount to any company’s success.

In a consumer preferences focus group, individuals from the company’s target demographic are invited to share their opinions about the company’s products or services. They may be asked about their likes, dislikes, and what elements they value most or least.

The data thus gathered is rich with insights and can help the company to better tailor their offerings to customer preferences, thereby not only boosting sales but enhancing customer satisfaction and brand loyalty as well.

13. Mobile App Usability

When creating a mobile application, developers turn to focus groups to improve the app’s usability and interface design.

In this scenario, participants are asked to use the app, performing tasks or actions, and their experiences and reactions are closely monitored. They might be asked to register for an account, navigate the app, or use various functions.

Their feedback, which often includes difficulties faced, features they enjoyed, and areas they found complex or confusing, can be instrumental in identifying and fixing issues within the app, ensuring a better user experience when it is finally released to the public.

14. Interviewing Children

In matters pertaining to children such as educational tool assessment, creation of children-focused products or services, or understanding child psychology, focus groups of children are commonly used.

A group of children might be asked to try out a new educational game or offer their thoughts on an upcoming kid’s program on TV.

Reactions, preferences, and feedback from these young participants offer invaluable insights that can help in making the end product or service more child-appropriate, engaging, and enjoyable.

15. Post-Debate Feedback

Following political debates, focus groups are often formed to gauge public reaction and thereby shape future strategies of political campaigns.

The focus group usually consists of individuals from a diverse array of demographic groupings, who are asked to share their thoughts on the candidates, the issues raised during the debate, and their overall impressions.

The responses can help the candidates understand public sentiment, effectiveness of their performance, and identify areas of improvement for future debates. This can significantly impact a political campaign by guiding subsequent messaging and strategy.

Types of Focus Groups

Researchers need to not only choose to conduct a focus group, but also choose from a range of types of focus groups , knowing that each one will have its own pros and cons.

Choosing the right focus group for your research question can generate higher-quality and more in-depth responses from the group.

Some common types of focus groups are:

• Representative Focus Groups: Representative Focus Groups are an ensemble of participants carefully selected to accurately represent the key demographics of a larger population. Selection is typically based on factors such as age, income, gender, location, and ethnicity. The group is utilized to gain valuable insights from a representative range of participants, but remember, as the groups are too small to be statistically significant, they still cannot reasonably be extrapolated to the population at large (Guest, Namey & McKenna, 2017; Kamberelis & Dimitriadis, 2013).
• Random Focus Groups: Unlike Representative Focus Groups, Random Focus Groups consist of randomly selected participants, without regard for demographic representation (Cyr, 2019; Krueger & Casey, 2015). This approach aims to achieve unbiased, high-level insights into people’s attitudes, opinions, and behaviors as the selection of members lacks the specificity of demographic sampling. It’s akin to taking a random snapshot of society.
• Expert Focus Groups: Expert Focus Groups comprise individuals with specialized knowledge or experience in a particular area. These persons are sought for their in-depth understanding of complex topics, which can yield nuanced, valuable feedback (Mishra, 2016). Governments, for example, might bring together expert focus groups when designing public policies.
• Dueling Moderator Focus Group: A Dueling Moderator Focus Group is a unique setup featuring two moderators with opposing roles: one moderator advocates for the participant viewpoints while the other challenges them (Barbour & Morgan, 2017). This can lead to dynamic discussions, pushing participants to clarify or defend their ideas, thus producing deeper, more thoughtful responses.

Pros and Cons of Focus Groups

• Provide Detailed Insights: Focus groups provide in-depth, qualitative data from a carefully selected group of individuals. Participants are encouraged to share their thoughts, feelings, attitudes, and suggestions about a certain product, service, or concept (Kamberelis & Dimitriadis, 2013; Queiros, Faria & Almeida, 2017). Their responses are comprehensive, and often go beyond what can be captured by quantitative surveys or polls. Therefore, focus groups allow researchers to delve deeper into nuanced areas of interest, offering a rich understanding of consumer perspectives.
• Identify Unforeseen Issues: Feedback from focus groups can lead to the identification of issues that weren’t previously recognized (Nyumba et al., 2018). The open-ended, conversational nature of focus groups can elicit spontaneous responses, issues, or concerns that might not arise in other research methods . A focus group’s interactive setting encourages group members to react and respond to each other’s comments, which can bring unforeseen angles or perspectives to light (Kamberelis & Dimitriadis, 2013). Therefore, focus groups are instrumental in identifying and addressing potential problems before a product launch or new service implementation.
• New Ideas Generation: Creative brainstorming is one of the key benefits of focus groups. A well-facilitated focus group can be a breeding ground for innovative ideas, as dialogues unfold naturally and participants build on each other’s responses. The synergistic interaction between group members often leads to the emergence of fresh insights, solutions, or potential features that a company might never have considered, thus enriching the research process and the resultant product or services.
• Validate and Test Concepts: Focus groups are excellent tools for validating or testing new concepts, products, or ideas. Real-time responses, along with non-verbal cues, can be observed, providing a real sense of a proposed idea’s appeal and effectiveness (Nyumba et al., 2018; Queiros, Faria & Almeida, 2017). Participants’ input and feedback can help confirm if the company is on the right track or if adjustments are needed. Therefore, focus groups serve as a valuable checkpoint in product development, minimizing risk and optimizing results.
• Improved Customer Engagement: Focus groups foster a direct connection between a company and its customers. When customers participate in a focus group, they feel heard and valued, which can enhance their loyalty and engagement towards a brand. This two-way communication pathway not only provides critical insights for businesses but also nurtures relationships with customers. Hence, focus groups facilitate better customer engagement, which is key to a company’s long-term success.
• 1. Costs and Logistics: Organizing and conducting focus groups can be expensive and time-consuming. Costs can include not just facilitator fees, but also recruiting participants, providing incentives, securing a venue, and providing refreshments (Cyr, 2019; Krueger & Casey, 2015). The logistics of coordinating schedules can be challenging as well, especially when the focus group includes participants from diverse locations. Therefore, conducting a focus group requires a significant investment of resources.
• 2. Limited Representativeness: Focus groups are typically small, with only about 6-10 participants per group. This limited size means that the participants might not represent the broader population or target market. Consequently, the findings generated may not be generalizable to the whole population, which can limit the usefulness of the data (Guest, Namey & McKenna, 2017). Therefore, caution needs to be exercised when making decisions based on focus group findings.
• 3. Groupthink: Group dynamics within a focus group can sometimes lead to groupthink, whereby individuals in the group onboard the dominant opinion to maintain harmony, rather than expressing their true perspectives (Queiros, Faria & Almeida, 2017). The facilitator’s role and the participants’ comfort level in expressing divergent opinions play a significant part in managing this. However, if unchecked, this groupthink phenomenon can lead to skewed or misleading results, thus jeopardizing the authenticity of the data gathered.
• 4. Subject to Facilitator Bias: The facilitator of the group has a significant role in guiding discussions, which also means that an unintentionally biased facilitator can inadvertently affect the group’s dynamics and responses (Cyr, 2019; Queiros, Faria & Almeida, 2017). Their questions, tone, behavior, or even body language can influence the information that participants share. Thus, facilitator bias can impact the objectivity and reliability of focus group data.
• 5. Interpretation Difficulties: Unlike quantitative research methods, data from focus groups needs extensive and skilled interpretation. Analyzing the non-verbal cues, undertones, and the real intent behind a participant’s response could be complex and require the skills of a trained researcher. Furthermore, cultural nuances might be difficult to understand for multinational focus groups. Therefore, the interpretation process can be challenging, demanding skilled personnel, and careful thought (Cyr, 2019).

Sample Focus Group Questions

If you’re the moderator of a focus group, make sure your focus group questions are open-ended questions , meaning your participants have to answer the questions in full sentences, not ‘yes’ or ‘no’ answers. Here are some examples:

• How do you feel about the current design of our product, and what improvements would you suggest?
• What challenges or obstacles do you face when using our service, and how can we address them?
• Describe your ideal experience when shopping for [product category]. What stands out most to you?
• How does our brand compare to other brands you’ve used in the past in terms of quality and value?
• What features or aspects are most important to you when choosing [specific product or service]?
• Can you share a memorable experience, positive or negative, that you’ve had with our company?
• How do you perceive our brand’s image and messaging in the market?
• What factors influence your decision to recommend our product or service to others?
• In what ways do you think our product could evolve to better meet your needs in the future?
• How do you typically use our product, and are there additional functionalities you wish it had?

Tips and Best Practices on Running a Focus Group

• Get Ethics Approval: Before initiating a focus group session, it’s crucial to obtain ethics approval from the appropriate source, typically an ethics committee or review board associated with your organization (Sim & Waterfield, 2019). This is especially important when dealing with sensitive subject matters. The goal is to ensure that the research is conducted ethically, protecting the rights and welfare of participants. This approval process usually involves reviewing the purpose and method of the study, the chosen participant segment, measures taken for data confidentiality, and risks and benefits involved for the participants.
• Choose a Neutral and Comfortable Venue: The physical location of a focus group can greatly impact the success of a session. A neutral venue, not affiliated with any particular participant or interest can aid in reducing bias (Barbour & Morgan, 2017). The setting should also be comfortable, fostering a relaxed environment where participants feel at ease to express thoughts and ideas. Consider factors like room temperature, noise level, seating arrangements, and providing refreshments.
• Appoint an Experienced Moderator: To ensure the discussion remains focused, engaging, and productive, appoint an experienced moderator. The moderator’s role is multi-faceted. They must encourage participation, curb dominance by any one participant, refocus the conversation if it deviates too much, and ask probing questions to explore responses in more depth. A skilled moderator creates an open and inclusive atmosphere where everyone’s opinion is valued (Cyr, 2019).
• Record the Session for Analysis: Recording focus group discussions allows the detailed analysis of data, without relying heavily on memory. Recordings capture nuances in tone, emotion, and speech that might be missed in written notes. These audio or video recordings can later be transcribed and analyzed. Just ensure participants are aware and have consented to the recording of the session before starting, to respect their privacy Sim & Waterfield, 2019).

Conclusion: Why Should Researchers Use Focus Groups?

Generally, focus groups are beneficial when you’re seeking out in-depth insights and thought-processes from customers, clients, or affected stakeholders on a policy, product, or service. This method allows a great deal of depth of insights, but be weary of the limitations. You cannot gather statistically relevant or generalizable data from such groups, so this method may need to be paired with qualitative data such as widescale surveys and market data.

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Mishra, L. (2016). Focus group discussion in qualitative research.  TechnoLearn: An International Journal of Educational Technology ,  6 (1), 1-5.

Nyumba, T., Wilson, K., Derrick, C. J., & Mukherjee, N. (2018). The use of focus group discussion methodology: Insights from two decades of application in conservation.  Methods in Ecology and evolution ,  9 (1), 20-32.

Queirós, A., Faria, D., & Almeida, F. (2017). Strengths and limitations of qualitative and quantitative research methods.  European journal of education studies .

Sim, J., & Waterfield, J. (2019). Focus group methodology: some ethical challenges.  Quality & quantity ,  53 (6), 3003-3022.

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Home » Focus Groups – Steps, Examples and Guide

Focus Groups – Steps, Examples and Guide

Table of Contents

Focus groups are a qualitative research method used to gather in-depth insights from a small group of people on a specific topic, product, or concept. They provide valuable perspectives by facilitating open discussion, allowing researchers to observe participants’ thoughts, feelings, and behaviors in real-time. This guide explores the steps to conducting focus groups, examples, and practical tips for organizing a successful session.

Focus Group

A focus group is a carefully planned discussion involving a small number of participants who share their opinions and attitudes about a specific topic. Guided by a moderator, focus groups encourage interactive discussions that yield qualitative insights, making them especially useful in fields like marketing, social science, product development, and healthcare.

Key Features of Focus Groups :

• Small Group Size : Typically 6–10 participants, which allows for effective discussion without overwhelming participants.
• Guided Discussion : A moderator facilitates the conversation to keep it on topic while allowing for natural flow.
• In-Depth Insights : Focus groups provide detailed insights into participants’ thoughts and emotions, which can be difficult to obtain through surveys or interviews.

Purpose of Focus Groups

The main purpose of a focus group is to explore participants’ attitudes, beliefs, and opinions. Focus groups help to:

• Understand Customer Preferences : Collect feedback on products or services directly from users.
• Refine Ideas and Concepts : Test ideas or concepts by understanding how participants perceive them.
• Explore Social Attitudes : Identify social attitudes, behaviors, and motivations on complex issues.

Steps to Conduct a Focus Group

Step 1: define objectives.

The first step is to clarify what you hope to achieve from the focus group. Define clear research objectives and questions that guide the focus group discussion.

Example Objective : A healthcare organization may aim to understand patients’ experiences with telemedicine services to improve user satisfaction.

Step 2: Recruit Participants

Select participants who represent your target audience. Recruitment can be done through emails, social media, flyers, or professional recruiters. Ensure participants have diverse backgrounds to provide well-rounded insights but also share common characteristics relevant to the study.

Participant Selection Criteria :

• Demographics (age, gender, location)
• Experience level (users of a product, service, or issue)
• Specific interests or behaviors relevant to the research

Step 3: Develop a Discussion Guide

A discussion guide is essential for structuring the session. It includes open-ended questions that encourage participants to share their thoughts and feelings. Questions should be straightforward, unbiased, and designed to stimulate conversation.

Example Questions :

• “What are your initial impressions of this product?”
• “What challenges have you faced with telemedicine appointments?”
• “How would you compare this service to others you’ve used?”

Step 4: Choose a Moderator and Prepare the Setting

The moderator plays a critical role in guiding the conversation and ensuring all voices are heard. An ideal moderator is neutral, skilled in communication, and experienced in group facilitation. The setting should be comfortable, private, and conducive to open discussion.

Moderator Responsibilities :

• Encourage participation from all members.
• Keep the discussion on topic without leading participants.
• Manage group dynamics to avoid dominant voices overshadowing others.

Step 5: Conduct the Focus Group

Begin by welcoming participants and explaining the purpose of the session. Set guidelines for respectful conversation and assure confidentiality. Use the discussion guide to direct the conversation while allowing participants to express themselves freely. Take notes, or record the session (with participants’ consent) for accurate analysis later.

Key Points During the Session :

• Introduce Topics Naturally : Start with broad questions and narrow down to specifics.
• Encourage Interaction : Foster group interaction by prompting participants to respond to each other’s ideas.
• Observe Nonverbal Cues : Pay attention to body language, tone, and facial expressions, which can provide additional insights.

Step 6: Analyze Results

After the session, transcribe the recording and review the notes to identify common themes, patterns, or differences in responses. Coding responses and grouping them by themes can help organize insights for analysis.

Analysis Process :

• Identify recurring themes or patterns.
• Note unique or unexpected insights that may require further exploration.
• Summarize findings based on the research objectives.

Step 7: Report Findings

Present the findings in a clear, structured format, often including a summary, key insights, and recommendations based on the focus group data. Visual aids, like charts or quotes, can help communicate results effectively.

Example of a Focus Group Report Structure :

• Introduction : State the research objectives and purpose of the focus group.
• Methodology : Describe participant demographics, recruitment, and the session process.
• Findings : Summarize key themes, quotes, and observations.
• Conclusion and Recommendations : Provide actionable insights or suggestions based on the findings.

Examples of Focus Group Applications

• Product Development : A tech company conducts a focus group with smartphone users to gather feedback on a new phone model’s design, usability, and features.
• Healthcare : A hospital holds a focus group with patients who use telemedicine to understand their satisfaction levels and identify areas for improvement.
• Education : An educational institution organizes a focus group with students to explore their experiences with online learning platforms and identify potential challenges.
• Public Policy : A government agency conducts focus groups with community members to understand opinions about new public health initiatives, such as vaccination programs.

Tips for Conducting Successful Focus Groups

• Create a Comfortable Atmosphere : Make participants feel comfortable and valued to encourage openness and honesty.
• Keep Questions Neutral : Avoid leading questions that might influence participants’ responses.
• Engage All Participants : Use strategies to involve quieter participants while managing dominant voices.
• Stay Flexible : While the discussion guide provides structure, allow flexibility to follow interesting tangents.
• Respect Time : Keep the session within the planned timeframe, usually lasting 60–90 minutes, to avoid participant fatigue.

Advantages and Limitations of Focus Groups

Advantages :

• Rich Data : Provides deep insights into participants’ thoughts, feelings, and motivations.
• Interactive Discussion : Allows participants to build on each other’s ideas, generating new perspectives.
• Efficient : Enables researchers to gather diverse opinions in a relatively short time.

Limitations :

• Potential for Bias : The moderator’s influence or dominant participants can sway the discussion.
• Limited Generalizability : Findings may not represent the broader population due to small sample size.
• Time and Cost : Organizing and analyzing focus group data can be resource-intensive.

Focus groups are a powerful tool for gathering qualitative insights that provide depth and context to research questions. By following the steps outlined here—defining objectives, recruiting participants, developing a guide, and conducting thorough analysis—researchers can effectively use focus groups to explore complex issues. While focus groups have some limitations, their ability to capture detailed and interactive feedback makes them invaluable for studies in fields like marketing, healthcare, and public policy.

• Morgan, D. L. (1997). Focus Groups as Qualitative Research . Sage Publications.
• Krueger, R. A., & Casey, M. A. (2014). Focus Groups: A Practical Guide for Applied Research . Sage Publications.
• Flick, U. (2018). An Introduction to Qualitative Research . Sage Publications.
• Patton, M. Q. (2015). Qualitative Research & Evaluation Methods . Sage Publications.
• Rabiee, F. (2004). Focus-group interview and data analysis . Proceedings of the Nutrition Society , 63(4), 655-660.

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Focus Group as a Qualitative Research Method

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2 Designing And Conducting Focus Group Research

• Published: January 2014
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This chapter provides guidance on planning and conducting focus group discussions. It describes tasks in preparing for focus group research, such as training the field team, recruiting participants, developing questions for the discussion guide, and ethical considerations. It then deals with conducting focus group discussions, describing the role of the moderator in conducting the discussion, managing group dynamics, and promoting an interactive discussion. The chapter concludes with a brief overview of approaches to analyzing focus group data.

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• Select your institution from the list provided, which will take you to your institution's website to sign in.
• When on the institution site, please use the credentials provided by your institution. Do not use an Oxford Academic personal account.
• Following successful sign in, you will be returned to Oxford Academic.

If your institution is not listed or you cannot sign in to your institution’s website, please contact your librarian or administrator.

Enter your library card number to sign in. If you cannot sign in, please contact your librarian.

Society Members

Society member access to a journal is achieved in one of the following ways:

Sign in through society site

Many societies offer single sign-on between the society website and Oxford Academic. If you see ‘Sign in through society site’ in the sign in pane within a journal:

• Click Sign in through society site.
• When on the society site, please use the credentials provided by that society. Do not use an Oxford Academic personal account.

If you do not have a society account or have forgotten your username or password, please contact your society.

Sign in using a personal account

Some societies use Oxford Academic personal accounts to provide access to their members. See below.

A personal account can be used to get email alerts, save searches, purchase content, and activate subscriptions.

Some societies use Oxford Academic personal accounts to provide access to their members.

Viewing your signed in accounts

Click the account icon in the top right to:

• View your signed in personal account and access account management features.
• View the institutional accounts that are providing access.

Signed in but can't access content

Oxford Academic is home to a wide variety of products. The institutional subscription may not cover the content that you are trying to access. If you believe you should have access to that content, please contact your librarian.

For librarians and administrators, your personal account also provides access to institutional account management. Here you will find options to view and activate subscriptions, manage institutional settings and access options, access usage statistics, and more.

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