Focus Groups

Focus groups have historically been associated with market research, but since the 1980s, they have been increasingly used as a qualitative method in health and social science, and are now common in the area of communication disorders research. Essentially, the focus group method involves bringing together a small number of invited research participants, often between 5 and 10 people, to discuss a particular topic, guided by a facilitator or moderator (the researcher). The participants usually have something in common and are invited to share their opinions, experiences, or ideas on the topic in question in a dynamic, conversational exchange, which is then recorded (usually audio, but sometimes through video recording) and transcribed for later analysis by the researcher.

Focus groups are used to gain in-depth information about an issue that may be poorly understood and requires more exploration. But they are also useful to gain feedback or evaluation on, for example, a program or intervention, or to get a range of views on an issue. Importantly, focus groups encourage exchange between the participants rather than only with the researcher. Indeed, it is the group dynamic that allows the researcher a level of insight into the way participants might agree or disagree on certain issues, or might explore and elaborate on experiences or opinions in response to comments by others. Sometimes participants might be prepared to air their thoughts or concerns precisely because they are with other like-minded people or with those who may have shared similar experiences. This interactive aspect of focus groups is one way in which this method differs from an individual in-depth interview.

Focus groups can be used as the primary data collection method in a study or may be used in combination with other methods such as individual interviews or participant observation. Sometimes they are viewed as a way of generating initial or pilot data to be used later, for example, by informing the development of questions for a larger survey. Often they are used within community-based participatory research where community members can be empowered to address an issue that requires change. How focus groups are used depends on the research aims, questions, and design.