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Focus group as a research method. Methodology for conducting focus groups Who conducts the focus group




FOCUS GROUP METHOD The focus group method refers to qualitative methods of collecting information and is based on the use of the effect of group dynamics. The application of this method involves a group discussion led by a specialist (moderator). The main advantage of this method is the ability to quickly obtain the so-called in-depth information in a small group of respondents. The essence of the method lies in the fact that the attention of the participants is focused on the problem (topic) under study, in order to determine the attitude to the problem posed, to find out the motivation for certain actions. In addition, this allows the customer to monitor the progress of the study and draw appropriate conclusions. focus groups are relatively low (for example, compared to in-depth). Focus - can be used in combination with other methods (both quantitative and qualitative) and as an independent method of collecting information.
Distinctive features focus groups
Unlike quantitative research methods (for example, sociological), which gives an answer to the questions 'Who..?' and 'How much..?', the focus group answers the questions 'How exactly..?' and 'Why.. ?' The second feature is the method of sampling and methods of collecting information. In a sociological (quantitative) study, the basic method is a survey (personal, telephone), in which respondents representing a certain category of consumers are interviewed according to a single scheme (questionnaire). In a focus group (qualitative research), methods of in-depth group interviews are used to “pull out” information from the respondent that does not lie on the surface, showing a wide range of attitudes to the problem.
Focus - group is a subjective method of research (as opposed to sociological research, which is an objective method of collecting and processing information). Most often, focus groups are used to achieve the following goals:
generating ideas;
hypothesis testing for quantitative research;
preparation of tools for quantitative research;
interpretation of the results of quantitative research;
the study of the characteristics of the behavior of individual groups of people.
The number of group members is from 8 to 12 people. Gender, income level, etc. are used as selection criteria for participants.

Dictionary of business terms. Akademik.ru. 2001 .

Books

  • Focus group method, S. A. Belanovsky. The focus group method or group in-depth interview is one of the so-called `flexible` or `qualitative` methods of sociological research. Currently in developed countries...
  • Focus group method, Belanovsky S.A. The focus group method or group in-depth interview is one of the so-called "flexible" or "qualitative" methods of sociological research. Currently in developed countries...
To begin with, the purpose of the study is prescribed as clearly as possible. The wording "find out what people think" will not work. You need to decide what exactly is important for the company's management to know: people like or dislike their product, what exactly does not suit customers, what problems arise during use, etc.

The focus group participants are ordinary people, selected according to criteria such as gender, age, marital status, income and preference for certain brands. For a standard focus group, 8-10 people are needed. The interview is conducted by a moderator - a specially trained person with a psychological education. His tasks: to ask questions, to control the interaction of participants among themselves, to ensure that the discussion does not deviate from the main topic.

After the list of participants is approved and the facilitator approves, the preparation of the premises, handouts, samplers, etc. begins. A couple of days before the study, the invited people are called and reminded of the focus group.

Conducting a focus group

The duration of the focus group ranges from 1.5 to 3 hours. At the very beginning, the moderator welcomes the invited participants, gets to know them and explains the purpose of the study. If observers from among employees or company management are present in the room, they are introduced to the respondents.

Within 10-15 minutes, the host asks general questions related to the activities of the company: what is known about it, how long have people been using its products, etc. The purpose of such a survey is to liberate the audience, to tune in to the right wave. Next, the moderator moves on to the main questions that meet the purpose of the study. The discussion takes about an hour. The facilitator must give each participant the opportunity to speak and prevent the dominance of some respondents over others.

After discussing all important topics, a short break is made. Participants can relax, communicate with each other, and the presenter and observers can discuss the progress of the study, evaluate its effectiveness. If the company representatives are satisfied with the results, the focus group participants are thanked, paid a reward and sent home.

Pros and Cons of Conducting Focus Groups

The main advantage of a focus group is that it enables the company's management to observe the real consumers of their goods and services. Invited participants can express themselves in a free form, explaining their opinion.

The disadvantages of this study include the unwillingness of people who do not know each other to discuss intimate, monetary topics, issues related to the purchase of expensive real estate or transport. It can also be difficult to gather consumers of rare brand goods and business people.

Focus group research is the most common qualitative method for collecting information. The term "focus group" is an abbreviation for the concept of "focused interview", proposed by R. Merton, M. Fiske and P. Kendall in 1946. Later, representatives of various sociological schools interpreted the features of this method in different ways. However, some approaches and principles followed by those who use it remain stable. According to T. Greenbaum, the author of a textbook on focus groups popular in the West, this type of research includes four common elements:

  1. Involvement of several respondents collected in one place.
  2. Participant interaction. Whereas in many other types of research, any discussion between participants is considered to distort the purity of the responses, in focus group sessions, subjects are encouraged to interact with each other.
  3. The entire course of the discussion is carried out by a professional moderator. He directs the course of the group discussion in accordance with the goals set in the preliminary stage.
  4. When conducting focus groups, a script is used. If in quantitative research a complete, formalized, structured toolkit is used to collect information, then the guide usually takes the form of a relatively unfinished guide. Its main purpose is to focus the problem, to tune in to a specific topic. At the same time, it should provide an opportunity for spontaneous statements of participants, ensure group dynamics.

Another feature is that in its purpose this type of research differs from other group methods, for example, from the Delphi method, “brainstorming”. The latter are formed from experts and are focused on developing recommendations and agreed decisions. Focus groups are designed for something else: identifying a range of opinions on the problem under study, searching for an explanation of people's behavior in certain areas.

The effectiveness of focus groups is determined by the fact that most people feel comfortable being involved in a discussion as part of a group. With the correct implementation of the method, there are better opportunities for obtaining in-depth information than with individual interviews. At the same time, group dynamics makes it possible to determine the significance of such a phenomenon as group influence.

The success of a focus group study depends on many organizational and methodological factors. Let's highlight the most important of them.

Focus group preparation. This stage largely coincides with what sociologists do when using quantitative methods. A program is being prepared, including the formulation and justification of the problem, the definition of goals and objectives, the object and subject of research. There are significant differences in other aspects. For example, hypotheses are put forward only “roughly”, and then, in the course of the study, they are refined. This is done so that pre-formulated hypotheses do not predetermine the process of cognition of the problem. For example, people's purchasing decisions are driven by both personal needs and situational variables. More often than not, especially when it comes to new products, we are faced with a continuum rather than a well-defined dichotomy - so traditional hypotheses do not "work". As information is collected, the problem is mastered, research assumptions become complete. This makes it possible to clearly define what should be based on market segmentation.

Determining the number, size and composition of focus groups is of great importance. As you know, this method does not involve the use of sampling, since its purpose is the description and understanding of the phenomenon, and not the extrapolation of findings to large social communities. Focus groups are formed on the basis of indicators of the socio-demographic status of participants and indicators that characterize their consumer, electoral or other types of behavior. These requirements are especially important because errors in grouping will adversely affect the results of the study. It may happen that a good concept for a new product or a new promotional idea is unreasonably rejected because the participants do not represent a contingent that is interested or has the necessary knowledge of the substance of the subject under discussion. Experience shows that time should not be spared for careful consideration of the composition of participants, it is necessary to discuss which social strata should become consumers of products, and, first of all, work with them.

Thus, the main rule in choosing respondents is to identify social types that are promising for the target market of goods or services. For example, if a campaign is developing a concept for a new product, decaffeinated coffee, then the survey respondents must necessarily include coffee consumers and, if circumstances permit, also those interested in the new product. Examples of this kind could be continued. For example, if the task of the study is to determine the viability of some ideas in the pre-election struggle, then to ensure correct results, it is necessary to involve representatives of both various social groups and real and potential supporters of a candidate or party.

The most important principle in the formation of groups is to ensure uniformity, homogeneity of the composition of groups. If this rule is not observed, the dynamics of the group can be significantly inhibited. For example, the nature of participation in discussions between men and women differs significantly in mixed groups and in groups separated by gender. This is due to the fact that some people are very sensitive to the reactions of the opposite sex and therefore often say things that are not what they really feel. It also happens that the presence of women encourages some men to speak with great aplomb (the so-called "peacock effect"), which sometimes annoys the participants. Of course, the topic of discussion is of great importance. Therefore, it is hardly advisable to include men and women in one group interview devoted to beer consumption, or, for example, toilet items, detergents. At the same time, experience shows that division does not make sense when professional problems are discussed. Women, in whatever field they work, speak out without regard to their colleagues of the opposite sex.

The differentiation requirement also applies to other socio-demographic characteristics: age, education, level of well-being, etc. features of the advertising campaign, it is desirable to separate the respondents depending on the level of education.

At the same time, the criteria for selecting participants in the discussion should not be too specific, since too high costs may arise due to excessively high recruitment requirements. At the same time, we note once again that the subject of discussion is of decisive importance, it is it that acts as the main differentiating factor.

When completing groups, quite often it becomes necessary to exclude certain persons from the composition. It is quite obvious that the researcher should strive to minimize the influence of factors that negatively affect the atmosphere of discussion. Therefore, it is necessary to weed out those whose participation may adversely affect the nature of the discussion. These include the following categories:

Individuals who recently participated in focus groups. The main requirement for inclusion in the group is that the respondents have not previously taken part in such studies for at least six months. This is done in order to cut off "professional" respondents, i.e. those who, because of a desire to earn extra money or for fun, are ready to take part in groups several times a month. The problem is that these respondents, by the very fact of their frequent presence in groups, can become familiar with the technique of conducting meetings and attempt to manipulate its course. In addition, they can also expect "desirable", in their opinion, answers.

Persons associated with advertising and marketing research. The undesirability of their participation is due to the fact that they may be biased in their conclusions, in addition, it cannot be ruled out that in some cases they may violate confidentiality, communicate research ideas to competitors.

Individuals associated with the industry under study. If a product or service is being researched, then people employed in the relevant industry and their close relatives should be excluded from participation. After all, their opinion may be biased due to the fact that they know the specifics of the production of these goods and services, have access to special information, so their consumer behavior will be atypical.

Persons who are well acquainted with each other or with the moderator. The requirement not to invite friends to a group interview is based on the fear that the relationship between them may change the interaction in the group. When people have already developed some kind of relationship pattern, then there is a possibility that they will play the same roles in a group discussion, which will undoubtedly distort the dynamics of the discussion. The same fully applies to the situation when the moderator and one of the respondents are well acquainted.

There are no generally accepted criteria for determining the size of an ideal focus group. However, most experts in this field believe that the optimal group size is 8-10 people. It is this number, on the one hand, that provides a variety of views and benefits of interaction, and on the other hand, does not interfere with the full participation in the discussion of each member of the group. If there are more than 10 people, then it is very difficult for the moderator to control the course of the discussion, direct the discussion in the right direction, and stimulate effective group interaction. As a result, the study, conceived as a focus group, turns into a session in the form of questions and answers between the moderator and the participants. Participation of less than 8 people is also unproductive. First, in almost every group there is at least one participant who tries to talk too much but not to the point, and another participant who is too shy or afraid. Therefore, if problems are discussed with less than 8 people, then the actual number of participants will be small (perhaps 4-5 respondents). Second, small group members tend, apparently unconsciously, to act as experts rather than average, typical consumers who report their personal experiences. Therefore, it is extremely important to ensure that each participant understands that he is participating in the study as a consumer of the product and that his own opinion is the most important.

There are, however, some circumstances in which mini-groups are appropriate. For example, if there are a small number of eligible respondents who need to be brought together to interact, or if the meeting agenda is limited and it is not possible to include the required number of participants. In these cases, less than 5-6 respondents may be recruited due to the fact that a group interview can be conducted at a lower cost and with greater effect than a series of individual interviews.

One of the most important questions that arise when planning qualitative research is in what geographical locations to conduct groups. This is an important factor both for determining the number of groups and for calculating the cost of the project. The purpose of conducting focus groups in multiple locations is to ensure that the findings are not reflective of the specifics of a particular local community. For the same reasons that we need to represent different socio-demographic strata in research, regional dispersion is a good control or safety net that helps increase group diversity. At the same time, it must be remembered that in a qualitative study, a systematic comparison of data by geographical factor is usually not carried out, since even if it is carried out at several points, it still cannot represent the entire country or economic region. Even if regional peculiarities do manifest themselves, they still need to be taken with caution, as a possibility, but not as a proven fact. A similar caveat applies to any variable, including gender and income.

Only where reliable statistical or sociological indicators strongly suggest that geographical location is a significant factor of difference is it appropriate to attempt comparisons. So, for example, it is quite obvious that the course and features of focus group meetings on environmental issues, nuclear safety and Russian-Ukrainian relations will be completely different in two cities of the Rostov region - Taganrog and Volgodonsk, since the relevance of these issues for their residents is significantly different . Thus, it seems appropriate to consider geographical representation as an additional way to achieve diversity, and not as a tool for systematic comparison.

An important problem is the determination of the number of groups. Of course, financial constraints are taken into account, but there are no objective standards against which to measure the adequacy of qualitative methods. Therefore, the researcher relies heavily on experience, authority, and intuition when making decisions about the number of groups. This factor depends on the number of variables we would like to analyze. If it is planned to compare the role of age, sex and income, a significant number of groups is needed. However, as experience shows, in this case, the return of each subsequent meeting decreases. Experts believe that most problems can be considered in 6-8 groups. It is not recommended to hold more than ten meetings on one issue, because additional groups rarely contribute anything new. In addition, the cost and time required for such studies tend to reduce some of the benefits of a qualitative study without making the result statistically more reliable.

A key element in the preparation of focus groups is the preparation of a plan, a scenario for the meeting. In sociological practice, its other names are also used: guide, guide (guide - manual, manual), questionnaire. The last term does not seem to be successful, as it reduces the significance of this document. Its purpose is twofold. On the one hand, it acts as a formal means of relations with the customer, fixing the understanding of the subject to be discussed in this group, and the priorities in accordance with which this should be done. On the other hand, the script incorporates all substantive and organizational aspects.

Most moderators hold a group meeting for 1.5-2 hours, and, accordingly, the script takes 3-4 pages. Ideally, it should contain 7 main components:

  1. Statement of the objectives of this meeting.
  2. Determining the composition of the group.
  3. The script should be provided with a short introductory text. Usually includes an announcement of the topic of discussion, rules of conduct, instructions to participants, etc.
  4. Initial stage. Getting to know each respondent and pointing out the general contours of the problem.
  5. Discussion of the main subject. Topics related to the product or concept being surveyed should be identified for the moderator to cover. For example, if the meeting determines the attitude towards a certain brand of beer, then this part of the script should begin with a discussion of the consumption of beer by the participants in general: how often, where, under what circumstances, which brands are usually preferred, etc.
  6. specific discussion. This part of the scenario should contain a list of specific issues and aspects about which the customer wants to receive detailed information. Transition from general questions to specific ones.
  7. Final part. It may include a review of the positions expressed, additional probing of opinions on some topics. Thank you for your work.

In addition to the listed elements of the plan, two more must be included:

  1. Distribution of discussion time. Notes should be included regarding the time allotted for each part of the meeting.
  2. Use of incentives. In this context, they are understood as means for activating discussion and demonstrating points of view. These can be commercials, advertised products, product samples and packaging, concept statements, slogans, etc. Sometimes participants are invited to make collages from photos that correspond to the image of the product, variants of its names are played.

Depending on the skill of the moderator and the characteristics of the discussion, it is allowed to adjust the script, make changes to it during the discussion. The main thing is to ensure group dynamics, to create an atmosphere in which each participant can speak freely and spontaneously.

And finally, an important part of the preparation for the focus group meeting is the technical equipment. This requires a suitable room, preferably with a round or oval table. The ideal room is one with a one-sided mirrored screen, behind which observers can be. Another option is the organization of remote video surveillance, i.e. TV broadcast to the next room. In all cases, a video and audio recording of the discussion is made. In addition, stationery is needed to perform tests and assignments possible during the meeting, soft drinks and light snacks for participants, and video equipment for demonstrating videos.

When conducting focus groups, first of all, organizational problems are solved:

Control over the attendance of pre-invited respondents;

Filling out a filter questionnaire by them, screening out unwanted participants. Therefore, traditionally more people are recruited than is necessary for the meeting;

Preparation of plates with the names of participants;

Placement of respondents in the discussion room.

Then the moderator comes into his own - a key figure in the focus group meeting. The literal translation of this word is: regulating, moderating. There were attempts to find an adequate Russian concept, for example, “chairman”, “leader”, but they did not take root, because they do not reflect the specifics of the activity. Indeed, in a focus group, the moderator should not act as a “boss”, the leader of the discussion, but be the one who contributes to its course. Usually an experienced moderator balances between active participation and passive observation.

Let's highlight some characteristics of the moderator. He must be highly communicative, quickly reach an understanding with the respondents, be able to listen to them, clearly navigate the discussion, be receptive, and have a good memory. He must be well versed in the topic under discussion, but not look all-knowing - otherwise the participants will perceive him as an expert. His awareness should not seriously go beyond the boundaries of knowledge possessed by the respondents. In this regard, we emphasize once again that the meaning of a focus group study is that the customer can look at his product or concept through the eyes of a typical consumer.

It is believed that a skilled moderator should keep the following questions in mind during the discussion:

What else should I ask to understand why he (she) thinks so?

Did I hear everything to analyze the problem and evaluate it objectively based on the objectives of the study?

What do participants do on a daily basis? What should I learn about their consumer preferences, attitudes, behavior?

How to get to the real feelings of respondents, hiding behind intellectuality and rationality?

The moderator needs to find the style that best suits him. It can be a serious demeanor or, conversely, cheerful and relaxed. There are, however, a number of unacceptable styles of conducting that can compromise the work of the moderator and reduce the quality of the study. These include the following types of moderators: authoritarian, bullying, bad listening, "comedian", confused, condoning etc. The group process presupposes some hierarchical organization. If all members of the group contribute to the discussion, then it is established within the first 15-20 minutes. The consequence is the differentiation of the respondents into the roles that they play and, accordingly, are perceived by others. If this does not happen, then each member of the group will speak mainly with the moderator and answer only his questions. The most important factor in the functioning of focus groups - collective sociodynamics, group interaction - disappears.

Usually, the most common positions of respondents are distinguished:

- "Moderator's ally"- is someone who tries to protect the moderator from verbal attacks and acts as a moderate role model for other members of the group.

- Restrained participants. They usually make up the majority of the participants. Due to their upbringing or individual qualities, they try not to come to the fore.

- Shy. They are characterized by uncertainty, tend not to participate in the discussion, because they are afraid to express the “wrong” opinion.

2. Destructive roles.

- "Alternative leader" seeks to take a central role, competes with the moderator.

- "Antagonist" expresses a critical point of view on any issue under discussion. A distinction is made between the “rational antagonist” (demonstrates a negative attitude in a restrained and reasoned manner) and the “intimidating antagonist” (challenges the facilitator by asking him difficult questions that go beyond the necessary knowledge or dispute the very expediency and legitimacy of the study).

- "Broadcaster" confronts the moderator, dressing his thoughts in abstractions and vague generalizations, most often unsuccessful. Usually he illustrates his point of view by referring to his experience or to the old days, i.e. his arguments are practically irrelevant to the issues under discussion.

- "Dominator" very persistent, tends to make long speeches and be first. His goal is to present himself, not to interact with others. If he is not restrained, he will spend a disproportionate amount of time on his speeches.

- "Clarifier" differs in that he is not able to generalize simple circumstances related to everyday life, requires constant clarification of questions and tasks.

- "The Whisperer" constantly distracting other participants with conversations. Although such behavior does not necessarily hide hostility, it can nevertheless be very harmful to the group.

We emphasize that some of the participants can play more than one role at the same time, much depends on the circumstances of the discussion created by the moderator.

To form the necessary atmosphere and stimulate sociodynamics, there are many methodological techniques aimed at neutralizing "antagonists" and "dominators", activating passive participants, focusing discussion, etc. All this requires additional detailed consideration.

Formatting the results of the focus group meetings.

Although observers representing the customer are usually present at the discussions and are often ready to make managerial decisions under their impression, nevertheless, careful analysis remains crucial in qualitative research.

The main scheme of analysis: primary data - the formation of statements - explanation. At the first stage, audio recordings are transcribed, a transcript is prepared, and a video recording is analyzed (and the study of respondents' non-verbal reactions is of great importance). Further, the collected material is aggregated and the most significant categories are selected that characterize the course of discussion in all discussions on the issue. And, finally, the obtained results are interpreted and summarized, conclusions and recommendations are made.

In the practice of focus group research, there are three main types of reports:

1) Oral report. It is intended for dialogue with the customer at the final stage of the study and acts as a means of explaining the results. When presenting this type of report, slides with the most important conclusions and diagrams are used for ease of perception. It is advisable to use fragments of video recordings with demonstrative episodes of the discussion.

2) Brief written report. Summarizes the most important results.

3) Full detailed report. Includes the following parts:

  1. Introduction.
  2. Goals and objectives of the study.
  3. A brief description of the ways to obtain information. Respondent selection criteria, venues and number of groups.
  4. Description of the studied communities, opinions and attitudes. Illustrative quotations from the transcript are provided.
  5. Results and main conclusions.
  6. Recommendations and suggestions for next steps.
  7. Appendix. It contains a script, a questionnaire-filter, stimulating material.

Examples

1. A typical example of the effective use of the results of focus groups.

The leaders of the university in Minnesota (USA) were concerned that the number of graduates of rural schools from this state who wanted to study with them and preferred educational institutions in other places had noticeably decreased. A number of focus groups with potential students showed that the advertising campaign carried out by the university was wrong. In accordance with established standards, brochures, prospectuses and other materials told about huge educational buildings, millions of books in the library, about thousands of students, about a large number of faculties and departments. As a result, people from rural areas perceived the university as large and faceless, they believed that they would be lost in the mass of students, and therefore they focused on small universities and colleges in other states. Based on the results of focus group research, new special brochures were created, which emphasized the friendly atmosphere on campuses, the attention and willingness to cooperate with teachers and administration representatives, the possibility of creating fraternities and associations with students from rural communities. As a result, the flow of graduates from rural schools increased again.

2. A. Goldman and S. McDonald in their textbook on focus group methodology give an example showing the difference in the specifics of quantitative and qualitative methods.

A. Quantitative research. Poll results.

Question: What do you prefer - apple pie or chocolate muffin (% of respondents)? Apple pie - 26%. Chocolate cake - 22%. Both that, and another - 43%. Difficult to answer - 9%.

B. Qualitative research. Focus group discussion.

Question: What do you prefer - apple pie or chocolate muffin?

Answer: I dont know. I love both.

Question: Well, if you need to take one thing, what will it be? Think.

Answer: Of course, pies are different. If I get a chance to take my mom's apple pie, I'd prefer it to any chocolate muffin. If it is necessary to take some kind of apple pie, then I don’t know for sure.

Question: What else can influence your choice?

Answer: For example, it depends on what I eat for lunch. If I have a full lunch, I think I'll take an apple pie. Apple pie is a big delicacy in my family. But if for lunch I ate something light, like fish, then it is better to take a cake. If it's cold, I won't turn down a chocolate muffin.

Appendix. Basic concepts

Qualitative Methods- methods that involve obtaining in-depth answers. They are aimed not so much at fixing the quantitative parameters of the phenomena under study as at understanding their quality. Often these methods are defined as "soft", as opposed to "hard", quantitative.

case study(case study) - a qualitative method aimed at studying a separate community, a unique object in the totality of its relationships. Literal translation: "case study". The term may have come from judicial practice, where a case is a trial. The object is most often a closed community, difficult to access for analysis by other methods.

Moderator(literal translation: moderating, regulating) - a specialist who conducts a focus group. Regulates the flow of discussion, promotes group interaction.

Narrative interview(narrative - story, narration) - is a free narrative about the life of the respondent without interference from the interviewer.

Non-standardized (non-formalized) interview- type of interview that does not meet the requirement of comparability of questions and answers, the respondent is not a statistical accounting unit. In contrast to a standardized (formalized) one, this type of interview does not imply the presence of rigidly formulated questions, their order, etc.

Guide(synonyms: scenario, guide, discussion plan) - a research document that describes all the essential elements of the upcoming focus group.

Focus group- a qualitative method of collecting sociological information in homogeneous groups, having the focus of discussion, with the participation of the presenter, based on the principles of group dynamics.

Focused Interview- a type of interview focused on a specific issue. The subject of study is the subjective experiences, perceptions of the respondent. Most often it is non-standardized or semi-standardized.

Literature

  1. Belanovsky S.A. Focus group method. M., 1996.
  2. Belanovsky S.A. Focused Interview Methodology and Technique: A Study Guide. M., 1993.
  3. Grigoriev S.I., Rostov Yu.E. The Beginnings of Modern Sociology: Textbook. M., 1999.
  4. Dmitrieva E.I. Focus group method: problems of preparation, conduction, analysis //Sotsis. 1999. No. 8. S. 133-138.
  5. Dmitrieva E.V. Focus groups in marketing and sociology. M., 1998.
  6. Fundamentals of Applied Sociology / Ed. M.N. Gorshkov and F.E. Sheregi. M., 1996.
  7. Yadov V.A. Strategy of sociological research. Description, explanation, understanding of social reality. M., 2000.

Yu.S. Kolesnikov. Applied sociology.- R.n.D, 2001

In groups of a homogeneous structure, based on positions and assuming focused work of respondents under the guidance of a moderator. In other words, a focus group is a focused group interview aimed at revealing among the participants their subjective perception of any objects or phenomena of reality during the discussion.

Such joint discussion is an essential attribute of any sociological focus group. It is through collective communication and problem solving that the

Focus group in sociology. Features of the selection of interview participants

The focus group usually consists of 6-8 respondents. Such a number of subjects is necessary in order for all participants to be involved in the discussion of the proposed research topic.

Focus group participants can be selected according to certain criteria (nationality, religion, level of education, age, etc.) or randomly (for example, using a telephone directory to achieve maximum validity). When selecting subjects, intragroup homogeneity is observed, as it allows participants to feel more relaxed and free. Recruitment of people for a focused interview is carried out using preliminary questionnaires, observation, or analysis of data available to researchers. Also, advertisements and announcements in the media can sometimes be used to attract respondents, but such selection can negatively affect the results of the study. Respondents attracted by the ad may pursue the goal of additional income.

The scenario of the group discussion is thought out in advance: questions are prepared, the necessary methodological material, etc. Conducting a focus group requires the participation of a qualified specialist - a psychologist (or an experienced sociologist), who is able to understand the real attitude of the respondents to the material under discussion. The standard time allotted for discussion of the two topics is 2 hours. To conduct an in-depth group interview, a room is being prepared, consisting of two soundproof rooms, between which there is a glass of one-sided transparency (this is necessary so that the observers fix all the nuances during the discussion). Everything that happens during a group discussion is necessarily recorded on a video camera, and subsequently the data obtained is analyzed.

Focus group is a method of collecting information on a wide variety of topics.

The issues considered by the participants in the discussion can vary greatly - from the choice of pharmaceutical products to subjective preferences in any food. In many issues, a focus group is indispensable: an example of a topic discussed in a discussion is the study of consumer attitudes towards a particular brand of product or company. Often, the focused interview method is used to address intimate, sensitive issues (such as the preferred method of contraception, a common disease of all members of the group, or financial issues). Focus group is effective method quickly obtaining truthful information about a wide variety of objects or phenomena of the surrounding world. Respondents express their thoughts in a free form, while their true attitude to the object under discussion is clearly traced, including through non-verbal reactions. A focus group is a serious event that requires a professional approach to its conduct.

The "focus group" method is an in-depth focused interview in the form of a series of group discussions, during which participants are "focused" on issues of interest to the researcher in order to obtain subjective information from them. The main feature of the method is that in a group discussion, participants are included in communication with their own kind, as a result of which psychological barriers (usually separating the interviewer and the interviewee in survey methods) are removed much more effectively, and emotional reactions (affecting the behavior of any person in Everyday life) appear much brighter.

Focus group methodology

The focus group method refers to qualitative methods of collecting information and is based on the use of the effect of group dynamics.

The application of this method involves a group discussion led by a specialist (moderator). The main advantage of this method is the ability to quickly obtain the so-called in-depth information in a small group of respondents. The essence of the method lies in the fact that the attention of the participants is focused on the problem (topic) under study, in order to determine the attitude to the problem posed, to find out the motivation for certain actions.

Besides, this method allows the customer to observe the progress of the study and draw appropriate conclusions. The cost of a focus group is relatively low (eg compared to in-depth interviews). The focus group can be used in combination with other methods (both quantitative and qualitative) and as an independent method of collecting information.

Distinctive features of a focus group

Unlike quantitative research methods (for example, a sociological survey), which answers the questions `Who ..?' and `How much ..?', the focus group answers the questions `How exactly ..?' and `Why. .?"

The second feature is the method of sampling and methods of collecting information. In a sociological (quantitative) study, the basic method is a survey (personal, telephone), in which respondents representing a certain category of consumers are interviewed according to a single scheme (questionnaire). In a focus group (qualitative study), methods of in-depth group interviews are used to “pull out” information from the respondent that does not lie on the surface, showing a wide range of attitudes towards the problem.

Focus group is a subjective method of research (as opposed to sociological research, which is an objective method of collecting and processing information). The meaning of this method is that in a group discussion the respondent is included in communication with his own kind. Therefore, the psychological barriers that separate the interviewer and the interviewee in a sociological survey are removed much more effectively, and emotional reactions are much brighter. Focus group participants are "focused" on questions of interest to the researcher in order to obtain hidden information. Quantitative and qualitative studies are often carried out together and their results complement each other.

Preparation of the methodological section of the research program

This section includes: the relevance of the problem, the purpose and objectives of the study, the object and subject of the study, the hypotheses of the study.

Determination of the goal is one of the most important components of the research program.

Most often, focus groups are used to achieve the following goals:

1) generating ideas;

2) testing hypotheses for quantitative research;

3) preparation of tools for quantitative research;

4) interpretation of the results of quantitative research;

5) study of the characteristics of the behavior of individual groups of people.

Number of participants

Focus groups usually work in rooms equipped with a video camera. The number of group members is from 8 to 12 people. This range is optimal, verified over decades and reflects the balance of two factors: with a smaller group, the intensity of the discussion decreases, with a larger one, not all participants get the opportunity to speak. A group interview is conducted by a moderator - a professional researcher who must have certain skills in working with people, be able to win them over, be neutral, equally treat any opinion expressed by the participants, even if it does not coincide with his own. Gender, age, income level, etc. are used as selection criteria for participants. Often there are 2-3 focus groups on the same scenario with different composition of participants.

The purpose of the focus group largely influences the number of participants. For example, the smaller the group, the more likely it is to obtain so-called in-depth information, and the larger the group, the higher the likelihood of generating more ideas.

Selection of participants

Methods for selecting participants:

1) random selection according to the lists available in the databases;

· 2) "snowball" - the selection of people who meet the specified criteria according to the information provided by people about their acquaintances;

· 3) spontaneous selection using express interviews and questionnaires to select the most suitable respondents.

Men and women should not be interviewed together if the research topic involves intimate matters, or in cases where either men or women can influence the opinion of the group in matters affecting areas in which men traditionally consider themselves experts, or, for example, in questions related to the upbringing of children, where women are in the lead. People who know the researcher or people who know each other should also not be invited to the same group, since it is possible to foresee the degree of influence of the researcher or their influence on each other. In the same way, educational or socioeconomic status and level of awareness can affect - experts often either get unconditional agreement or force you to argue, even if you agree with them.

Focus group scenario

A focus group script is a set of questions that are proposed for discussion. The content of the plan is determined by the degree of formalization of the focus group.

A structured focus group involves the work of a moderator according to a pre-prepared guide. A semi-structured focus group follows a so-called flexible or draft guide, which is significantly adjusted depending on the reactions of the participants. In rare cases, there is no guide at all. This is usually used in pilot (trial) studies.

The questions of the guide are divided into thematic blocks, between which it is necessary to make links - "bridges". When developing a guidebook, general requirements are used for the wording and order of questions (from general to particular, unambiguous understanding, clarity, neutrality, simplicity of construction, etc.).

It is advisable to use various qualitative techniques: role-playing game, unfinished sentence, association, metaphor, doubt about the obvious, description of the opposite type of behavior, indirect (hidden) questions, etc.

The focus group script is written in advance, the questions are arranged in a logical sequence and in such a way that people understand why you are asking them about it right now. First of all, the purpose of the study is formulated, based on the information that you need to obtain. The scenario consists of an introduction, background questions, main questions, additional questions and a final part.

1. Introduction (15 minutes in an hour and a half discussion). Explain the purpose of the meeting, the importance of participants' opinions to you. Say that the focus group is not to assess the knowledge of everyone, but to explore the problem. Explain that participants may have different opinions, but that is the value of their survey. Introduce observers, explain the reasons for their presence: observers are needed to record in detail the entire progress of the work. Explain the use of technical means (tape recorder, video camera). Introduce the participants and the research team. Use one or two tricks to defuse the situation.

2. Background questions (10 minutes). Questions related to the topic of the focus group, but of a more general nature. The goal is to give participants the opportunity to orient themselves and get used to each other and to the moderator. The moderator shows equal attention to all participants, striving for a balanced expression of a wide variety of opinions. It is best to address participants by their first names.

3. Key questions (50 minutes). The answers to them allow you to achieve the goal of conducting a qualitative study. Questions should be open-ended, and leading questions like: `You liked it, didn’t you?’ should be avoided. The questions are asked in a logical sequence, each subsequent one clarifies and reveals the answers to the previous one. In this part, you can, for example, ask: `What Did you like (or dislike) something?", `How satisfied are you with something?', `What would you like to change?', `How do you feel about something?'. Questions should be carefully thought out and be objective Maintain eye contact and body language of the participants Prevent dominance of one participant over another.

4. Additional questions relevant but less important (10 minutes). Usually it is asked how the participants receive information about the subject or topic under discussion, which channels are most often used. Sometimes clarifying questions are asked.

5. End of the focus group (5 minutes). Before the end, there is a short break during which the moderator consults the script and discusses the progress of the conversation with the observer. Closing questions are then asked, the group is thanked for their participation, and a reward is given, if any. This concludes the focus group.

Conducting a focus group

Requirements for the place and time of the discussion

The duration of the focus group is determined depending on the purpose of the study and varies between 1.5-3.5 hours. The most suitable for the study is the evening of the working day or weekends.

The room should be spacious, bright, with a round table or low tables. The environment should be neutral (no bright color "spots", soundproofing, no additional stimuli in the room, etc.).

Technical equipment

You must have sound recording equipment (tape recorder, video camera). In some cases, a VCR or TV is required to demonstrate stimulus material. It is desirable to have a demonstration board on which you can place diagrams, posters, samples, etc. In addition, you may need: paper, pencils, scissors, pens, felt-tip pens, markers, glue, etc.

Focus group data analysis

First of all, audio and video recordings are transcribed and a verbatim report is compiled, which presents the edited recording of the focus group, a description of the non-verbal reactions of the group members, the observations of the moderator and his assistants. It is advisable to identify the causes and nature of differences in opinions and assessments.

The results obtained are compared with the results of similar studies and subjected to expert evaluations.

World practice has shown that the focus group method is effectively used in the field of marketing when studying the behavior of consumers of certain goods, services and ideas, reactions to advertising, in the political sphere when developing and evaluating the results of various social and political programs, when studying the image of politicians , in the field of sociology of health and medicine, in the study of sensitive topics, in the field of sociology of communication in the study of the communicative behavior of the target audience (reading printed publications, watching TV programs, listening to radio stations, etc.) and in other areas.

There are various definitions of the focus group method. Dmitrieva E.V. gave this definition:

"The focus group method is a qualitative method of collecting sociological information in homogeneous (in terms of characteristics significant for the study) groups that have a focus, with the participation of a leader and are based on the principles of group dynamics." The "focus" can be a movie, a commercial or its storyboard, a product, a company's image, a chosen topic of a group discussion, a social problem or phenomenon.