focus groups

• Focus groups


  A group comprised of individuals with certain characteristics who focus discussions on a given issue or topic
• Objectives of focus groups

  • Gather in-depth knowledge (attitudes, perceptions, beliefs, opinions) in a social context
  • Gather knowledge about unknown/misunderstood topics
  • When appropriate to discuss in group
  • Collect data from marginalized populations and minority groups
• When focus groups should be used

  • Discuss processes and norms of a group
  • Have the opinion of a group on a topic
  • Consider the interactions between members of a group
  • Understand what underlies their opinions and motivations
  • Develop and test research / intervention / political material
  • Complement other research methods
• Focus groups: During discussions

  1. Carefully place participants

  2. Manage participation

  3. Too much vs too little participation

  4. Make sure that everyone is heard and respected

  5. If they don't participate: Find creating, engaging means of participation (e.g. drawings, writting, arts)

  6. Then ask questions about these alternative productions
• Focus groups: Analyses


  • Similar to other qualitative data collection methods
  • Iterative data collection / analysis process
  • Transcibe discussions, code, identify themes
  • Specificities: Interactions
  • Points of agreement / disagreement
  • Conflicts
  • Changes in opinions
  • Evolution of the discussion
• Focus groups: Ethical considerations


  • Confidentiality in a group context
  • Risks
  • No pressure to participate
  • Ask follow-up questions or invite participation respectfully
  • Do not insist
• When focus groups should not be used


  • Conduct multiple interviews
  • Debate controversial topics
  • Discuss sensitive topics
  • Get to a consensus
  • Intervene in a group
  • Test the knowledge of a group
• Focus groups: Strengths


  • Gather a lot of data quickly
  • Small costs
  • Empowerment of a group
  • More implication from the participants
  • Discussions and interactions bring new responses
  • Inclusive and safer space
  • Consider non-verbal communication
• Focus groups: Limitations


  • Difficult to plan
  • Dominant voices
  • Compromised confidentiality
  • Risks of lacking depth
  • Potentially intimidating
  • Quality depends on the researcher's experience / skills
• Critical thinking


  • Analyse and evaluate research objectively
  • There are no perfect studies!
• Critical thinking: Thinking critically about the research steps


  1. Selection of a topic

  2. Literature review

  3. Formulation of a research problem

  4. Research question

  5. Research design and data collection
• Planning the focus groups


  1. Participants: Purposive sampling, group size: 5-12 participants / group, Combine different profiles / populations relevant to the research topic, Homogeneous vs heterogeneous characteristics, Create a comfortable space, Possible to conduct multiple focus groups

  2. Time: Around 2 hours, Adapt to the participants

  3. Location / setting: Easily accessible, Safer space, Organized for discussions, Free from interference

  4. Questions: Develop an interview guide, 5-6 open-ended questions, Follow-up questions, Questions should refer to general experiences, Promote group dynamics and interactions
• Role of the facilitator


  • Develop a relationship with the participants
  • Create a warm, welcoming environment
  • Ask questions
  • Promote participation and interaction from all participants
  • Manage interactions between participants
  • Listen and learns
  • Pays attention to the verbal / non-verbal cues
  • Address issues / conflicts
• Role of the observer


  • Record the discussion
  • Listen and observe the discussion
  • Take notes on themes discussed, interactions, verbal / non-verbal language
  • Notes help interpret data
  • Time keeper
  • Manage distractions
• During discussions


  1. Carefully place participants

  2. Manage participation: Too much vs too little participation

  3. Make sure that everyone is heard and respected

  4. If they don't participate: Find creative, engaging means of participation (e.g. drawings, writing, arts)

  5. Then ask questions about these alternative productions
• Analyses


  1. Iterative data collection / analysis process

  2. Transcribe discussions, code, identify themes

  3. Specificities: Interactions, Points of agreement / disagreement, Conflicts, Changes in opinions, Evolution of the discussion
• Ethical considerations: Confidentiality in a group context, Risks, No pressure to participate, Ask follow-up questions or invite participation respectfully