Focus groups are a form of qualitative research in which a group of people are asked about their attitude and/or feelings towards a product, service, concept, advertisem*nt, or idea. Questions are asked in an interactive group setting where participants are free to talk with other group members.
Advantages to using focus groups
- Quick and cheap.
- Rich data—obtain information in participants’ own language. The group dynamic allows for participants to build on one another’s responses and generate ideas that they might not have thought of in an individual interview.
- Moderator can interact with the participants, which allows for follow-up questions.
- Information is provided more quickly than if people were interviewed separately.
Disadvantages to using focus groups
- Requires a trained moderator.
- Quality of the discussion and usefulness depends on the skill of the moderator.
- Data is difficult to analyze (e.g., identifying an individual opinion from the group opinion).
- The sample may not be representative of the population.
- Less control over the data collected.
- The data collected lack confidentiality and anonymity.
When to use focus groups
- Want to gain an understanding of the culture of a group.
- Need to gain a large amount of information in a shorter period of time.
- Want to explore the degree of consensus on a topic.
- When group discussion or interaction among participants would bring out insights and understanding that would not be ascertained through questionnaire items or individual interviews.
- When assessing program effectiveness.
- Desire feedback regarding a product, website, program, etc.
Suggestions for conducting a focus group
- Optimal size: 6–8 people per group.
- Recruit for and conduct several different groups for a projec; typical number is 3 to 5.
- Time: 1–2 hours per group.
- Usually need a trained moderator that the participants do not know.
- Create a comfortable atmosphere (e.g., provide food and refreshments).
- Be conscious that some participants may not feel comfortable voicing their opinion in front of others. Additionally, some may feel pressure to conform to the group consensus.
FAQs
Twelve is the maximum number of questions for any one group. Ten is better, and eight is ideal.
How many focus groups are enough focus groups for dissertation research? ›
The authors conclude that when averaging the sequential and randomized order of focus groups, two to three focus groups are sufficient to capture 80% of themes, including the most prevalent themes, and three to six groups for 90% of themes in a hom*ogenous study population using a semi-structured discussion guide (Guest ...
How effective are focus groups? ›
Compared to observation, a focus group enables the researcher to gain a larger amount of information in a shorter period of time. Observational methods tend to depend on waiting for things to happen, whereas the researcher follows an interview guide in a focus group.
How many focus groups are enough to reach saturation? ›
Focus Groups X focus groups will be conducted, consistent with previous research that has found that n=4-8 focus groups are sufficient to obtain saturation (e.g. subsequent focus groups do not generate new findings) (Hennik & Kaiser, 20229).
Is 4 enough for a focus group? ›
Generally, 4-8 participants per focus group is seen as best practice. [1] More than that and it becomes hard to give everyone enough time/space to speak. Fewer gives less chance of diverse opinions.
Is 3 interviews enough for qualitative research? ›
(1981) labeled 15 as the smallest acceptable sample size in qualitative research. according to Guest et al. (2006) 6-12 interviews are enough for one qualitative research project.
What is the ideal number of focus groups? ›
Our data suggest that a sample size of two to three focus groups will likely capture at least 80% of themes on a topic—including those most broadly shared—in a study with a relatively hom*ogeneous population using a semistructured guide. As few as three to six focus groups are likely to identify 90% of the themes.
How long should focus groups last? ›
Focus groups typically last about 60 to 90 minutes. A focus group lasting more than 90 minutes probably includes too many questions or topics for discussion. The focus group needs to be appropriate for the type of participants in the group.
Is 8 participants enough for qualitative research? ›
Saturation is the point at which no new information is obtained from additional participants. The study suggests that 8-12 participants are enough to reach saturation in most qualitative research studies.
What should you avoid in a focus group? ›
5 mistakes in focus group research (and how to avoid them)
- 1) Having too many participants.
- 2) Sticking to a rigid script.
- 3) Not taking the time to select the right interviewer.
- 4) Failing to include an over-recruit.
- 5) Lacking balance between 'must-have' and 'nice-to-have'
Disadvantages to using focus groups
- Requires a trained moderator.
- Quality of the discussion and usefulness depends on the skill of the moderator.
- Data is difficult to analyze (e.g., identifying an individual opinion from the group opinion).
- The sample may not be representative of the population.
If you stay consistent and put in an hour a day just to apply and participate in focus groups, you could walk away with a few hundred dollars at the end of the month. I know people who do this part-time while working full-time jobs, and they're making $1,000 to $2,000 consistently, month after month.
What is the best sample size for a focus group? ›
Population: The ideal size of a focus group is 8-10 subjects, plus a facilitator and a note taker, about the size of a lively seminar class. A larger group will limit the detail of some responses because participants feel a pressure to share airtime with others.
Is one focus group enough? ›
For good results, just a few focus groups are sufficient, as data become saturated and little new information emerges after the first few groups [Morgan 96] [55].
How long does it take to analyze a focus group? ›
Then assuming that you have 3 or 4 focus groups and are using field notes, transcripts, and selective listening to the audio recording you might plan for 60 to 100 hours to arrive at a draft narrative report with quotes.
What is a good sample size for focus groups? ›
Our data suggest that a sample size of two to three focus groups will likely capture at least 80% of themes on a topic—including those most broadly shared—in a study with a relatively hom*ogeneous population using a semistructured guide. As few as three to six focus groups are likely to identify 90% of the themes.
What is the optimal number for a focus group? ›
Population: The ideal size of a focus group is 8-10 subjects, plus a facilitator and a note taker, about the size of a lively seminar class. A larger group will limit the detail of some responses because participants feel a pressure to share airtime with others.
What is the minimum number in a focus group? ›
A focus group can consist of any number that the researcher defines as a group, from three to 12 participants being common. As with individual interviews, focus group sessions generally last no more than 90 minutes out of consideration for the participants' time.
How long should a focus group be? ›
Focus groups typically last about 60 to 90 minutes. A focus group lasting more than 90 minutes probably includes too many questions or topics for discussion. The focus group needs to be appropriate for the type of participants in the group.
