Abstract

This chapter looks at focus groups, which grew out of both a therapeutic and marketing tradition and have been utilized by social scientists for many years. Their format constitutes a type of interview technique where six to twelve people are brought together and encouraged to discuss specific topics for 60–90 minutes in order that underlying issues might be explored. Focus groups are often used to investigate areas about which relatively little is known, and they are premised on face-to-face interactions between participants rather than direct responses to questions. More recently they have been adapted to online settings, particularly for hard-to-reach populations. Focus groups are valuable because they capture and harness group interaction to prompt fuller and deeper discussion and the triggering of new ideas. But in order for these dynamics to develop, it is vital that people’s stories are not already well known to each other.