In a focus group 8 to 15 persons take part in a chaired discussion on a predetermined topic; this can lead to a cohesive “group view” developing. The method originated in the field of market research, where it is used to test products and advertising strategies (among other things).

Suitable

 

• for identifying motives for a particular type of behaviour and revealing areas of difficulty
• for obtaining information and ideas with which to handle a particular issue
• as a qualitative preliminary to a larger-scale quantitative survey

Sequence of events

In a focus group a specific issue is discussed in a goal-directed way, while group-dynamic processes are encouraged: differing perceptions collide, one has to justify one’s point of view, spontaneous emotional reactions are common. The chair can structure the course of discussion in various ways; for example, motives, standpoints and details of how individuals are affected can be gathered in an initial round, or different developments / approaches can be presented in a series of specialized inputs, to be followed by discussion. The chair documents the proceedings in minutes or sound or video recordings, and evaluates these both content-wise and with respect to body language. 

Participants
Ordinary citizens (both directly affected and interested), politicians (decision-makers). The group should be as heterogenous as possible, but homogenous enough to make a discussion feasible

Points to note:

 

• Given the small number of participants, the results from a focus group are not representative.