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05 May 2024

Focus group as a data collection method in your qualitative research

A focus group, also known as a focus group interview, is a qualitative research method that brings together a group of individuals to discuss a predetermined topic. It is a form of interview where multiple participants take part simultaneously. The researcher asks questions to the group and facilitates the discussion with the goal of gathering data.

Focus group as a data collection method in your qualitative research
This article was written by:

Linda Hovestad

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When do you choose the focus group as a data collection method?

Focus groups are extensively used in nearly all areas of social research. Take, for instance, political research (how do individuals react to specific policies?) or healthcare (how do patients perceive the side effects of their medication?). They prove particularly beneficial in extensive surveys where it is valuable for respondents to engage in discussions among themselves. However, conducting focus group interviews necessitates specific skills and a profound understanding of the subject matter. If you lack experience in conducting interviews or if your topic is unfamiliar to you, it might be prudent to consider an alternative research method. For instance, in small-scale research, individual interviews may be more appropriate.

How do you determine the composition of a focus group?

The size and composition of your focus group (sample) is determined by your research objectives and the availability of respondents. Typically, a focus group consists of eight to ten respondents, but in certain cases, smaller groups can also be used.

Do you choose a homogeneous or heterogeneous group?

When assembling your focus group, you have the option to choose between a homogeneous or heterogeneous composition. In a homogeneous group, the respondents share similar backgrounds, positions, or levels of expertise. This usually results in smoother communication and greater comfort among participants, which fosters the sharing of ideas. However, a homogeneous group also carries the risk of “groupthink,” where critical questioning among participants may be reduced and assumptions are more likely to prevail.

On the other hand, a heterogeneous group aims to incorporate diversity. Respondents in a heterogeneous group come from different backgrounds, resulting in varied opinions. This diversity can lead to stimulating discussions, as group members are encouraged to explore different perspectives. As a researcher, it is vital to ensure that all participants understand each other and are given opportunities to express their opinions. Additionally, it is important to actively involve individuals who may have a less dominant role within the group, ensuring that their voices are heard.

What are the advantages and disadvantages of a focus group?

The focus group is a suitable research method when you want to investigate people’s knowledge and experiences. The most significant advantage is that it allows you to explore not only what people think, but also why they think that way and how this thought process works. Often, certain arguments and ideas emerge in a focus group that are more difficult to discover in a personal interview. The respondents themselves ask questions and delve deeper into their ideas and those of others. Moreover, it is an efficient and cost-effective research method, and the group dynamics often automatically reveal the most important aspects of the subject. 
However, a disadvantage of the focus group is that leading a group discussion can often be challenging; this requires good preparation and experience. It is essential that the interviewer has a good understanding of the group dynamics and ensures that everyone has an equal opportunity to participate in the conversation. Additionally, there is an increased risk of socially desirable answers and ’groupthink,’ where respondents conform too much to certain ideas that emerge in the group.

Processing the results of the focus group interview

Initially, ensure that you video record the focus group. This way, as a researcher, you can fully concentrate on leading the focus group, while also accurately identifying participants’ statements. With a video recording, you can not only hear exactly what respondents say, but also observe how they express themselves. Next, you should transcribe the video recordings, which involves taking a complete record of who said what (verbatim transcription).

Following that, you can proceed with the analysis of the results, which is similar to analyzing individual interviews. The key distinction is that you must clearly differentiate between contributions made by the group as a whole and individual contributions. For a comprehensive analysis, grounded theory can be employed.

Looking for help with your research?

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