The focus group is an in-depth group interview, normally comprised of from 8-12 individuals led by a trained moderator. Small or mini-groups of around 6 individuals have gained favor in recent years but the norm is still 8-12 “respondents”as they are designated.

Groups meet in a neutral room which appears to be a conference room but has a large one way mirror on one wall.
Client staff normally observe the discussion through the one way mirror. Not only does this allow for the first hand viewing of what respondents say but allows the client to direct the moderator by sending in notes requesting the pursuit of one line of questioning or discussion or other. The entire session is audiotaped to allow for the moderator to do a full analysis of the discussion later. Many sessions are often videotaped, especially if there is a physical product or some visual which respondents must react to.

Groups normally meet for two hours, although there has been some variation from that with some groups meeting for an hour or one and one half hours.

The concept of a focus group is derived from group psychotherapy techniques. In the development of these therapy techniques psychologists/psychiatrists posited that individuals who have a common problem/interest will be more willing to discuss that problem or interest with others with a similar issue. Using a trained therapist to assist in guiding a discussion along the lines of inquiry while allowing respondents to develop a natural discussion dynamic yielded rich, heartfelt views and attitudes which were delivered without political correctness or the tendency to equivocate or balance views as happens in more formal conversation.

The amount of fresh insight, honest and candid feedback and dynamic interaction with interviewers on an almost unlimited spectrum of issues has led the way to breakthroughs in therapy. The commercial crossover product, known as the Focus Group has been equally successful. The Focus Group is the single most popular market research technique in use today. In 2001, of the $1.1 billion estimated spent on qualitative research, it is believed 85-90% of those dollars are spent on focus groups. Focus groups continue to be so popular because of four fundamental benefits:

• Rich, insightful, useful and actionable real world information from real people.
• Relatively quick to set up and execute
• While not inexpensive, groups produce a lot of information for the money expended.
• Dynamic nature of the discussion unfolding while clients watch in real time.

The Focus Group-What do we do with it?

The focus group is used for a variety of meaningful research purposes. These include:

• New product development work
• Positioning studies
• Habits and Usage Studies
• Packaging Assessments
• Attitude Studies
• Advertising Copy Evaluations
• Promotion Evaluation
• Idea Generation
• Employee Attitude and Motivation Studies
• Customer Service/Expectations issues

While some of the above may have library applications, consider the specific library applications for the following:

• Collections discussions (i.e. currency/relevancy/interest/gap analysis, etc.)
• Library hours
• New products/services (babysitting service/books by mail/coffee shop)
• Service expectations
• Facility issues
• Program ideas (booksignings, lectures, poetry readings, etc.)
• Specific department issues (youth, seniors, genealogy, reference services)
• Attitudes/views regarding potential millages/bond issues for expansion of facility or services
• Other..

Advantages of the Focus Group Method
Focus groups have significant value in research methods as they:

• Stimulates new ideas
• Directly observe group members (and their reactions/emotions)as they relate to an issue
• Measures dynamics of attitudes and opinions (i.e. rigidity)
• Provokes spontaneity and candor
• Emotionally provocative

Through dynamic interaction and common interests of respondents, more and qualitatively better information is derived.

Disadvantages of the Focus Group Method
Critics of focus groups suggest the following hurt the usefulness of focus groups:

• Output may be dominated by one or two loud or overbearing people in the group.
• Some topics are out of bounds.
• Focus groups are not projectible.
• Focus groups are conducted in an unnatural environment which can influence the outcome of the discussion.

Often, the criticisms of the Focus Group are more critiques of the execution than the method itself. Key to a successful group include the selection of an excellent moderator who is responsible for all respondents participating and no one dominating the group. Also, good moderators have been able to help respondents feel comfortable discussing almost any topic. And, good moderators make a group feel so at home even in a neutral setting, their participation and candor is rarely affected.

It is true focus groups are not projectible and that calls for the appropriate use of the tool as part of a larger research plan. Good moderators or research consultants will warn against the inappropriate use of any research method as all methods have some limitations.