Conducting Focus Group Sessions

This article is from a special issue on focus groups (FGs). FGs can be used to gain insights into the dynamic relationships of attitudes, opinions, motivations, concerns and problems related to current and projected activities. They developed in the private sector as a market research tool, but have been adapted for use in other types of project. The article defines FGs, and discusses its uses, primarily in relation to qualitative research. The advantages of this method are discussed, and contrasted with more conventional and quantitative research methods. The methodology of group session research is described under the headings: sample design, specific group requirements, group discussion guide, conducting the sessions, attitude of the moderator, and evaluation, analysis and interpretation of results. The application of FG research to social action projects is discussed. Throughout, reference is made to examples from a family planning project in Mexico.