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1 - Focus Group Basics

“Imagine a group discussion among strangers which resembles a lively conversation among friends. It is led by a facilitator, and held in a comfortable location within the community, such as a school, hospital or community center. The number of people in the group ranges from six to twelve; the meeting’s length is around two hours.” *

A focus group is a research method designed to explore a particular topic (e.g., access to child care) by gathering the experiences and perceptions of selected target populations (e.g., working parents). This chapter outlines the basic principles of proper focus group methodology. It also discusses the advantages and limitations of focus groups as a research tool. Finally, the chapter lists some special considerations to keep in mind when conducting focus groups of low-income parents.

What are the key principles of focus group methodology?

When advocates conduct research, there is always a risk that policy makers will doubt the validity of the findings. Was the research conducted objectively, or did the organization’s own agenda drive the gathering and analysis of the information in order to promote a particular point of view? Recognizing this risk, we emphasize throughout the text the critical importance of following proper focus group methodology. Adhering to the principles listed below will help insure that the findings accurately reflect parents’ concerns and that the research is found credible by policy makers.

Objectivity. Researchers involved in designing and conducting the focus groups and analyzing the findings must remain neutral. When recruiting participants, compose and ask questions in an objective way to avoid the impression that there is a particular message you want to hear. In analyzing results, take care not to exaggerate the sentiments expressed, leave out important themes, report comments out of context, or come to premature conclusions in order to support a particular agenda or point of view.

Diversity of experience. Design strategies for recruiting focus group participants to maximize the diversity of experiences represented. While the findings of focus groups cannot be generalized to any larger population, it is still important to seek a variety of demographic characteristics and family circumstances within your target population so you will have a full range of experiences represented in your focus group discussions.

* Susan Webster, Focus Groups: An Effective Marketing Research Tool for Social Service Agencies. Project Maine Families, National Child Welfare Resource Center for Management and Administration, Institute for Child and Family Policy, Edmund S. Muskie School of Public Service, University of Southern Maine, 1992.

Consistency. In order to analyze results across focus group sessions, researchers must be consistent throughout the process. Variations in the script used to explain the project to potential participants, the way in which parents are screened, or the questions asked during the focus group sessions will impair your ability to accurately identify themes and arrive at conclusions.

Ethical obligations. Researchers have certain ethical obligations to participants to safeguard confidentiality and to insure that participation is voluntary so that participants can give their informed consent.

References to these basic principles will appear in various contexts throughout the text of this manual.

What are the advantages of focus groups?

As a research tool, focus groups offer the following advantages:

Fast results. Focus groups produce results relatively quickly. If recruitment strategies are successful, a series of discussions can be conducted in a fairly short period of time.

Participant comfort. Focus groups allow researchers to collect data while a group is interacting; most people welcome the opportunity to talk with others about an issue they care about.

Flexibility. Unlike surveys and more structured research methods, focus groups offer researchers the flexibility to listen and then probe deeper on a particular point if they desire.

Real-life examples. Results are easier to understand for lay people than the statistical findings of quantitative research. Overall conclusions can be illustrated with quotes and vignettes from the focus group participants. Provided with such accounts of real-life experiences, policy makers are better able to see the impact of their decisions on the everyday lives of families.

Useful initial step. The focus group method can be used alone, as long as its limitations are fully understood. (See below for an explanation of these limitations.) However, the method can also be an important first step in a larger inquiry. Focus groups can help researchers refine their research questions and decide what questions to include in surveys and polls.

What are the disadvantages?

Keep in mind the following limitations of focus group research:

Results cannot be generalized. Because focus group participants do not represent a big enough sample size, the information gathered cannot be used to make statements about any larger population. Thus you are restricted in what you are able to say about the significance of the findings.

Difficult recruitment. Locating participants can be a time-consuming process. Recruiting in low-income neighborhoods can be particularly difficult because of the reasons detailed below in the section on special considerations of doing focus groups of low-income parents.

Loss of objectivity. Data are sometimes difficult to analyze because of a temptation, conscious or unconscious, to overstate a finding or pick and choose among participants’ statements to satisfy your own agenda.

CAUTION

It’s easy to become so impressed with the findings from your focus groups that you’re tempted to overstate their significance. Resist that temptation! Always keep in mind that what you learn from focus group participants cannot be generalized to any larger population. For example, if most parents in the focus groups say they prefer center-based child care, you cannot conclude that most low-income parents prefer center-based care. You cannot even say most low-income parents in that town or city prefer center-based care. What you can say is that most participants in your focus groups expressed a preference for center-based care.

What are the special issues of low-income parent focus groups?

Special considerations need to be kept in mind when your target population is low-income parents. These issues apply to all parents to some degree but are more likely to affect those with low incomes. They will be discussed in greater detail later under appropriate sections of the manual.

Trust. Low-income parents may feel wary unless they trust the organization coordinating or sponsoring the focus groups. They may be concerned about whether the information they give will be shared with officials in the “system.” Engendering trust should drive decisions about sponsorship of the project, how materials are written, recruitment, confidentiality assurances, and the manner in which parents are accommodated during the sessions.

Scheduling. Compared to families with higher incomes, low-income parents may tend to have nontraditional and/or inflexible work hours; scheduling needs to accommodate that reality.

Language barriers. For parents with language barriers, project staff must decide whether to use a facilitator who speaks the language of the participants or to provide a translator at the session. Written materials need to be translated so that participants can understand them. Education levels. Varying levels of education among low-income parents must be considered when creating forms and designing the protocol that will be used in focus group sessions.

Site selection. If possible, choose a neutral site that is comfortable and familiar to participants; it should be accessible to public transportation.

Incentives and supports. Depending on the site location, you may need to arrange for transportation to insure attendance. Child care should be provided. The most effective incentive is to pay participants a stipend. While it is important to demonstrate that you value the time of any focus group participant, providing a cash stipend is a significant gesture for low-income parents who may have gone to considerable lengths to attend the session. Stipends will increase the number of parents who respond to recruitment materials, helping to create a pool large enough to include the mix of parents you desire.

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