Focus groups, along with citizens' panels and citizens' juries, have come become widespread in their use as a means by which the government can obtain feedback and opinions on its proposed or existing policies. They have long been used in market research and more recently in medical research. They are perhaps under-used in social research, though their use is becoming more widespread.

Focus groups are used to gain the views of a group of people about a particular topic. The members of the focus group will have some experience of and feelings about the issue being discussed. Typically a focus group will consist of six to eight people and either one or two facilitators. The principal facilitator provides the focus, and leads the discussion on the topic being explored, usually using a topic guide to remind them of the main themes they wish to explore. Their job is to elicit the views of the group on a particular topic or topics by raising a number of questions, without influencing the responses they give to particular questions or areas. The facilitator should ensure that everyone is participating in the discussion and that it is not being dominated by a small number of vocal individuals. They should also make clear to the group that each individual's views are equally important and should keep participants focussed on relevant topics. Therefore this role can be demanding and requires good leadership and interpersonal skills. The length of a focus group can vary but usually going beyond 1.5 hours would test participants' concentration.

When to use a focus group (and when not to)

It is important to recognise that focus groups are not the method to use if you are seeking to find individual views on a particular topic "“ that are more appropriate for seeking information at a group level. They tell you what groups of people think or feel about a particular topic and the idea is that useful information will be generated through group interactions. If you are critically appraising a piece of research that has used focus groups, be wary of studies that quote numbers of people making certain responses to a particular question (e.g. five disagreed and four agreed). This may suggest that the researcher is trying to quantify responses in a way that is inappropriate in focus group research.

Another important feature of focus groups is that they are not generalisable (i.e. just because this group felt that this new cereal bar tasted nice does not in any way mean that the next group of 10 people will feel the same way). Due to the sampling methods normally used, participants in focus groups can rarely be said to be representative of the views of other people, although a diversity of viewpoints may certainly be present.

Focus groups can be used either as a method in their own right or in combination with other methods. They are particularly useful as a starting point for further in-depth qualitative research using observation or interviews. They may also be helpful in terms of informing the content of questionnaires.

Good planning is crucial to the success of a focus group. The logistics of getting all the participants in one place at one time need to be thought through. Time of day may be important, as are accessibility and ease of getting to the venue. Researchers may well have to consider providing reimbursement for participants' travelling expenses and time used.

It is important to tape record focus groups so that an accurate picture of what was discussed can be collected. Where a second facilitator is present (this is advisable), they can help by ensuring that the tape-recorded is set up and operating throughout the discussions. The second facilitator may also wish to take note of the order in which participants speak (using code numbers), so that they can later identify who said what. Your method of data analysis may vary depending on the approach to qualitative analysis you wish to take. The important thing to bear in mind is the need for some form of analysis. This will involve collapsing the mass of data into themes and sub-themes which have emerged. Enough time should be allowed to transcribe and analyse the data - this part of the process is as challenging and more time consuming than the data collection phase.

Some pros and cons of focus groups

Pros:

• Non-threatening environment
• Allows focus on defined area of interest
• Provides insights into attitudes, opinions, perceptions
• Useful for planning and designing new programmes
• Useful for evaluating existing programmes
• Data from a large number of participants can be generated in a short time
• Allows observations of interactions between participants
• Good for testing the focus of research, informing
• Yields rich information directly from participants
• Potential sense of empowerment for those taking part

Cons:

• Not based in natural settings
• Potential for group members influencing each other
• Possible domination by one group member
• Some group members may be nervous or shy in a group situation
• Limited generalisability
• Time taken to transcribe and analyse