Engagement methods
Qualitative methods: focus groups
Description
A focus group is usually a structured discussion with between 6 and 15 people who have been brought together because they share certain characteristics or interests. For example, you might have a focus group to look at the policing requirements of gay venues. Over the course of 1.5 to 2 hours, a moderator introduces a range of issues for the group to discuss.
When to use
Focus groups are extremely flexible, they can be used in a wide range of circumstances:
- To explore opinions in depth
- To generate ideas
- To understand beliefs and values
- To speculate about the future
- To deal with sensitive issues
Strengths
- Easy to design and run
- Conversational style makes it feel natural for participants
- Low cost
- This type of event can reassure communities that their concerns/ interests/ views are being taken seriously.
Weaknesses
- Analysis can be difficult and open to subjectivity and bias
- Cannot put percentages to the results
- Is difficult to extrapolate results to the wider population
- If not well recruited can consist of the 'usual suspects'
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