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Focus Group - Introduction

Presenter(s): Karen Lumsden


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As a qualitative method, focus groups are used to obtain a range of views or opinions in social research from social actors including, for example, citizens, community members and groups, customers, policymakers, politicians, business leaders and experts. Participants are selected based on their knowledge or experience of the topic to be explored. The interactions which participants have during a focus group are crucial for providing insights into their different perspectives.

Designing your focus group/s

Focus groups typically involve between 4 and 12 participants. Participants are usually strangers, but there can be instances in which they know each other (i.e. employees at the same organisation). Focus groups can be a singular data collection event, or conducted in a series over time. Participants will often be paid or incentivised. Additionally, focus groups can function as an open and supportive space in which participants can talk about sensitive issues.

The number of focus groups conducted in a project will depend on many factors including, research question, scale, resources, and access to participants. For example, one focus group could be conducted for a pilot study or for dissemination of research results to stakeholders, and larger number of (i.e. 10-20 focus groups) could be conducted in a project in which there are multiple factors determining comparison both across, and potentially within, each focus group. Group composition means ensuring that participants have enough in common with each other to engage in discussion, but also have varied perspectives to allow for debate or differences of opinion.



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The focus group agenda, focusing activities and questions

Focus groups are conducted in a semi-structured manner. They involve delivery of open and exploratory questions via a focus group agenda. Ice-breaker activities can be used to encourage discussion. The focus group agenda typically consists of: engagement questions, exploration questions, and exit questions. Moderators can also draw on focusing exercises or stimuli to help concentrate the group’s attention on a particular topic. Examples include: ranking exercises, workshop-style approaches (i.e. designing material, coming to a consensus, debating, or solving a problem), vignettes, card-sorting, timelines, mind-maps and voting activities.


Moderating focus groups

Effective moderation is key to a successful focus group. The moderator needs to build rapport amongst participants, be encouraging of group interactions, ensure participants talk amongst themselves, and keep the discussion on track. Moderating styles can vary considerably and range from passive and removed, to engaged and interactive. The different dynamics of each focus group will necessitate different levels of involvement from the moderator as they manage different types of participant. Larger focus groups may necessitate more than one moderator. A note-taker may also be useful to record observations which accompany the audio-recording of the discussion. They might take notes on: group dynamics, participants’ responses to questions, body language, analytical insights, and/or feedback on moderation skills.


Online focus groups

Focus groups can be delivered online rather than in person. This widens the pool of potential participants; however we need to be aware of the risk of selection bias as not everyone will have access to audio-visual conferencing technology. The principles and purposes of online focus groups remain the same as in person focus groups. However we cannot directly transfer what we do in in-person focus groups to the online context. We must consider the methodological, practical and ethical issues of online focus groups. There are additional ethical concerns with regards to data privacy and confidentiality online.

Online focus groups can be asynchronous or synchronous. Examples of asynchronous focus groups include text-based discussions on chat forums or WhatsApp. Synchronous online focus groups are facilitated via audio-visual conferencing technologies such as Zoom or Microsoft Teams. When moderating online focus groups, the moderator has more work to do to foster group interactions, as these can be disrupted by the detached and remote nature of online communication. 


Analysing focus group data

The analysis and interpretation of focus group data requires care because focus groups generate data which is different from individual interview data. The researcher must ensure that they analyse data within the context of each focus group discussion, and avoid separating out individual statements or views from the focus group. The focus group as a unit of data has to be analysed in a way which recognises the context in which perspectives are shared and generated.


Reflexivity and ethics

It is important for researchers to reflect on the context and means of data creation and construction in focus groups. ‘Reflexivity’ is a key principle in qualitative research. We should consider the influence of moderators on the focus group, their positionality and how the focus group discussion was created and shaped. When designing our focus groups, we also must be mindful of key ethical considerations including, for example, consent, anonymity, confidentiality, privacy, and right to withdraw. When conducting focus group research on sensitive topics or experiences, or where there are vulnerabilities or potential distress, additional mitigations must be taken to ensure safety and wellbeing of participants.

 

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Summary

Overall, the rich insights from focus groups will help to uncover a variety of questions and insights in social research including, for example, the views of marginalized groups or citizens, people’s lived experiences, expert knowledge, community membership, or the dynamics of political processes and decision-making. Their utility goes beyond merely exploring ‘what’ people think to also giving us insight into ‘why’ they think as they do. They provide a unique insight in social research, which goes beyond insights provided by other qualitative methods such as individual interviews.


Key terms

  1. Focus Groups – A qualitative research method used to gather diverse opinions from selected participants through group discussions.
  2. Qualitative Method – A research approach that explores subjective experiences, meanings, and social phenomena through non-numerical data.
  3. Open Questions – Broad and exploratory questions used in focus groups to encourage discussion and detailed responses.
  4. Semi-Structured – A research approach that follows a flexible agenda with key topics but allows for spontaneous discussion.
  5. Engagement Questions – Initial questions designed to make participants comfortable and encourage participation.
  6. Exploration Questions – In-depth questions aimed at uncovering detailed insights into participants' views.
  7. Exit Questions – Concluding questions that allow participants to reflect on the discussion and provide final thoughts.
  8. Moderation – The process of facilitating a focus group discussion while ensuring engagement and staying on topic.
  9. Moderator – The person who leads and facilitates the focus group, encouraging discussion while keeping the conversation structured and inclusive.
  10. Rapport – A sense of trust and comfort established between the moderator and participants to encourage open discussion.
  11. Focusing Exercises – Activities used in focus groups to keep discussions centered, such as ranking exercises and debates.
  12. Stimuli – Materials or prompts, like vignettes or mind maps, used to trigger discussion in focus groups.
  13. Note-Taker – A person who records observations, group dynamics, and non-verbal cues during a focus group.
  14. Online Focus Groups – Digital focus groups conducted synchronously (via video calls) or asynchronously (via text-based discussions).
  15. Selection Bias – A risk in online focus groups where participation is limited by access to technology.
  16. Reflexivity – The practice of critically examining how the researcher's role influences the focus group discussion and results.
  17. Positionality – The researcher’s background, identity, and perspective, which can shape the focus group process.
  18. Ethics in Focus Groups – Considerations such as consent, anonymity, privacy, and participants' right to withdraw from the study.
  19. Data Analysis in Focus Groups – The process of interpreting group discussions while maintaining the context of interactions.
  20. Asynchronous Focus Groups – Discussions that occur over time using text-based platforms like forums or WhatsApp.
  21. Synchronous Focus Groups – Live discussions facilitated through video conferencing tools such as Zoom or Microsoft Teams.
  22. Confidentiality – Ensuring that participants' identities and responses remain protected in the research process.




Supporting materials

About the author

Dr Karen Lumsden is a qualitative trainer, consultant and coach with over 20 years’ experience delivering training and courses to academics, doctoral students, social researchers and practitioners. As a Sociologist and Criminologist her expertise lies in policing, cybercrime, death work, autoethnography and reflexivity. She has held a number of academic posts including Associate Professor at University of Leicester and Senior Lecturer at University of Aberdeen. Recent books on research methods include: Crafting Autoethnography (2023) and Reflexivity: Theory, Method, Practice (2019).

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