Focus groups
Theory and practice
Joris Hoekstra, OTB - Research for the Built Environment / Delft University of Technology
Delft
University of
Technology
Challenge the future
Content
1. Defining focus groups
2. Theory: pros and cons of focus groups
3. Practical aspects of organizing a focus group
4. An example: the EU-exclusion project
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Content
1. Defining focus groups
2. Theory: pros and cons of focus groups
3. Practical aspects of organizing a focus group
4. An example: the EU-exclusion project
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Defining focus groups
Focus groups have a long history in market and medical research but
they are relatively under-used in social research.
Different sources use different definitions.
Definition of Powell et al. (1996):
A group of individuals selected and assembled by researchers to
discuss and comment on, from personal experience, the topic that is
the subject of the research.
Focus group or group interview/ group discussion?:
• To what extent is there a focus on a specific topic?
• To what extent plays the interaction between the participants a
role?
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Content
1. Defining focus groups
2. Theory: pros and cons of focus groups
3. Practical aspects of organizing a focus group
4. An example: the EU-exclusion project
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Qualitative versus quantitative
research (1)
Quantitative
Qualitative
Survey
Participatory observation
Secondary analysis
Discourse /document analysis
Experimental research
In-depth interviews
Monitoring
Group interviews / focus groups
Case-study research
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Qualitative versus quantitative
research (2)
Quantitative
Qualitative
Size of a phenomenon
Nature of a phenomenon
Testing hypotheses (deductive) Forming hypotheses (inductive)
Large scale
Small scale
Cheaper per respondent
Expensive per respondent
Less commitment respondent
More commitment respondent
Highly structured
Less structured
Little influence researcher
Relatively many influence
researcher
Generalization is possible
Generalization is difficult
Statistical analysis
Content analysis
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Interviews vs focus groups
In-depth interviews
Very deep insight
Focus groups
Somewhat more limited insight
Suitable for sensitive topics
Not suitable for sensitive topics
One perspective
No group dynamics
Less influence dominant
respondents
Relatively expensive
Personal information about
respondent
Different perspectives
Group dynamics
Much influence dominant
respondents
Relatively cheap (many
information in little time)
Little personal information about
respondent
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Uses of focus groups
1. Obtaining background information about a topic of interest
2. Exploring phenomena and generating research hypotheses
3. Stimulating new ideas and creative concepts
4. Generating impressions of products, programs, services or
institutions
5. Learning how respondents talk about the phenomenon of interest
6. Interpreting previously obtained quantitative results
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The role of group dynamics (1)
• Synergism: respondents can react to and build upon the responses of
other group members. The combined effort of the group will produce a
wider range of information and ideas than the accumulation of the results
of individual interviews
• Snowballing: A comments by one individual often triggers a chain of
responses from the other participants.
• Stimulation: To be valued as experts and to be given the chance to work
collaboratively with researchers can be empowering for the participants and
can lead to great enthusiasm.
• Spontaneity: In a focus group, people only speak when they have
definite feelings about a subject and not because a question requires a
response.
• Networking: for the participants themselves, the focus group can be a
networking event.
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The role of group dynamics (2)
However:
• The researcher has relatively little influence over the
data that are produced.
• It is difficult to distinguish between individual opinions
and opinions of the group as a whole.
• Focus groups may be threatening for those who are not
very confident or articulate.
• People may be hesitant to share personal or sensitive
information.
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Content
1. Defining focus groups
2. Theory: pros and cons of focus groups
3. Practical aspects of organizing a focus group
4. An example: the EU-exclusion project
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Practical aspects of focus groups
• Size and composition of the group
• Duration and location of the session
• The role of the moderator
• The agenda (interview guide) of a focus group session
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Size and composition of the group
• Typically somewhere between 6 and 12 people.
• Recruit more people than the number of respondents
desired.
• ‘Convenience sampling’ methods are often used.
• A certain degree of similarity within the group may
stimulate the group interaction process.
• Providing an incentive (money, free lunch) may enhance
the participation rate
• Generally, 2 or 3 focus groups on the same topic are
carried out.
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Duration and location
• Focus groups typically last between 1,5 and 2,5 hours
• Focus groups preferably take place at a neutral location
that can be easily reached by the participants.
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The role of the moderator
• The quality of the moderator largely determines the
quality of the research outcomes.
• Moderator balances between sensitivity and empathy on
the one hand, and objectivity and detachment on the
other.
• There is no best style for leading a focus group, nor is
there a single best ‘type’ of moderator. Both the
moderator and the strategy for conducting the interview
must be matched with the purpose of the research and
the characteristics of the group.
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Preparing a focus group session
• Focus groups need a clear structure and agenda.
• The person who makes the agenda for the focus group
is not necessarily the moderator.
Two principles:
1. From general to specific
2. From very important to less important
Rolling interview guide?
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Analyzing focus group results
Basis for all analyses is the transcript of the focus group.
All methods of content analysis are possible: from highly
subjective impressionistic analyses to very sophisticated
computer assisted analyses with a strong quantitative
component.
=> It is the goal of the research that primarily determines
which method should be used.
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Content
1. Defining focus groups
2. Theory: pros and cons of focus groups
3. Practical aspects of organizing a focus group
4. An example: the EU-exclusion project
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The EU-exclusion project as an
example
Part of an international comparative research project
commissioned by DG-employment of the EC.
Six selected countries: Germany, Hungary, Netherlands,
Portugal, UK and Sweden.
Main goal of the research: to provide evidence on the
interaction between housing, welfare and employment in
the six selected countries.
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Research methods
Three main research methods:
1. Review of existing knowledge
2. Quantitative data analysis: analysis of EU Statistics on
Incomes and Living Conditions (EU-SILC).
3. Qualitative fieldwork: focus groups, in-depth interviews
and ‘good practice’ case studies.
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Focus groups
Four focus groups in each selected country.
Goal:
Get a detailed insight into how the relationship between
housing, employment and homelessness works out in
practice in the selected country.
Respondents:
Policy-makers and practitioners from the field of housing,
homelessness, employment, welfare, social services etc.
Context:
One or two big cities in the countries concerned.
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Practical aspects focus groups
Netherlands (1)
Four focus groups:
• One group on homelessness by national policy makers
• One group on homelessness by local practitioners (from
Rotterdam)
• One group on housing and employment incentives by
national policy makers
• On group on housing and employment by local
practitioners (from Rotterdam)
=> Maximum 8 persons per group
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Practical aspects focus groups
Netherlands (2)
Recruiting respondents:
Through our own network / knowledge and via the snowball method.
Location:
Meeting room of a housing organization in Rotterdam close to a
metro station.
Duration:
2 hours, during working time.
Incentives:
After the meeting, all respondents received a small present.
All interviews were taped.
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Methodology
Two interview guides: one on homelessness and one on
housing and employment.
Ensure comparability between countries by using
vignettes (standardised typical cases).
In addition to the vignettes, a number of general
questions was asked of well.
Two researchers were present: one moderator and one
assistant-moderator (taking notes, checking time, writing
answers of respondents on whiteboard etc..).
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Vignettes (1)
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Vignettes (2)
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Analysis
Transcripts of the focus groups were made by the
assistant-moderator.
Based on the transcripts, texts for the final report were
written.
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Questions?
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