Фокус-группы: метод исследования общественного мнения

Group interviewed to analyse opinions

A focus group is a group interview involving a small number (sometimes up to ten) of demographically predefined participants. Their reactions to specific researcher/evaluator posed questions are studied. Focus groups are used in market research to better understand people's reactions to products or services or participants' perceptions of shared experiences. The discussions can be guided or open. In market research, focus groups can explore a group's response to a new product or service. As a program evaluation tool, they can elicit lessons learned and recommendations for performance improvement. The idea is for the researcher to understand participants' reactions. If group members are representative of a larger population, those reactions may be expected to reflect the views of that larger population. Thus, focus groups constitute a research or evaluation method that researchers organize to collect qualitative data through interactive and directed discussions. A focus group is also used by sociologists, psychologists, and researchers in communication studies, education, political science, and public health. U. S. Federal agencies, such as the Census Bureau for the 2020 decennial census, also use the focus group method for message testing purpose among diverse populations. Used in qualitative research, the interviews involve a group of people who are asked about their perceptions, attitudes, opinions, beliefs, and views regarding many different topics (e. g., abortion, political candidates or issues, a shared event, needs assessment). Group members are often free to talk and interact with each other. Instead of a researcher/evaluator asking group members questions individually, focus groups use group interaction to explore and clarify participants' beliefs, opinions, and views. The interactivity of focus groups allows researchers to obtain qualitative data from multiple participants, often making focus groups a relatively expedient, convenient, and efficacious research method. While the focus group is taking place, the facilitator either takes notes and/or records the discussion for later note taking in order to learn from the group. Researchers/evaluators should select members of the focus group carefully in order to obtain useful information. Focus groups may also include an observer who pays attention to dynamics not expressed in words e. g., body language, people who appear to have something to add but do not speak up.

Focus groups first started in the 1940s as a research method in the context of market research concerning radio soap operas. During the Second World War, Robert K. Merton set out to analyze the effectiveness of propaganda with the use of focus groups. Merton devised a procedure in which twelve participants at a radio studio would respond to negatively associated content by hitting a red button or positively associated information by hitting a green button. From there, Merton created an interviewing procedure to gain further insight into the subjective reactions of focus group participants. The use of focus groups by sociologists gained popularity in the 1980s when Merton published a report on focused interviews.

In disciplines of library and information science, when librarians intend to work on a library's collection, they consult patrons. The focus groups librarians organize are helpful in identifying patrons' needs. In addition, teachers, other professionals, and researchers can also be recruited to participate in focus groups to ascertain those individuals' library related needs. Focus groups can also help librarians better understand patron behavior and the impact of services on the library use. Another advantage is that a focus group can allow participants to learn from one another as they exchange views and to understand research as an enriching experience. The nature of the focus group contrasts with the more typically extractive nature of traditional social science research which seeks to "mine" participants for data (with few benefits for participants); this difference is especially important for indigenous researchers who employ focus groups to conduct research on their own ethnic group.

In marketing, focus groups are seen as an important tool for acquiring feedback regarding new products and other marketing related topics. Focus groups are usually employed in the early stages of product or concept development, when organizations are trying to determine the overall direction of a marketing initiative. Participants are recruited on the basis of their similarity to members of the demographic groups targeted as potential consumers of the product. Focus groups allow companies wishing to develop, package, name, or test market a new product to get the perspective of potential consumers before the product is made available to the public. Focus groups can thus provide valuable information about the potential for consumer acceptance of the product. The focus group interview is conducted informally and as naturally as possible. Participants are free to give views about any aspect of the product. These focus groups should not be confused with in depth interviews. The moderator uses a discussion guide that has been prepared in advance of the focus group to maintain the discussion on course. Generally, the discussion moves from overall impressions of a brand or product category and becomes more specific as the discussion progresses. Stakeholders such as members of a design team are not involved in the focus group, to avoid potential bias. However, they may attend the focus group, either through video cameras or by watching through a one way mirror. Focus groups can provide accurate information and are less expensive than other forms of marketing research. However, there can be significant costs. For example, if a product is to be marketed on a nationwide basis, it would be helpful to conduct focus groups in various localities because the desirability of a new product may vary from place to place. Conducting focus groups in different areas of the country would require considerable expenditure on travel and lodging for moderators.

In usability engineering, a focus group can be used to collect the feedback of software or website users. Focus groups can be applied to computer products to better understand the motivations of users and their perceptions of the product.

The focus group method is developed based on white, middle class, and adult American participants. When applied to cross cultural settings, cultural and linguistic adaptations are important for the research to succeed; cultural sensitivity is critically important. For example, in some Asian languages, open ended probes and nonverbal communication can encourage greater participation in the group discussion. In some non Western cultures, a younger person does not openly disagree with an older individual; focus group composition, therefore, must be carefully considered when designing the research plan.

When conducting a focus group discussion where the topic being discussed is of a sensitive nature, it is recommended that the participants be of the same sex, age range, and socio economic background. It is also desirable that the participants do not know each other prior to the discussion. Informed consent must be granted before beginning the discussion. In addition, before the discussion is to begin potential group members should be briefed about the topic of discussion and informed about their rights, including the confidentiality (e. g., that their identities will not be revealed in any report or publication). Important considerations are the homogeneity of the group members, settings, and the nature of open ended questions, which are hoped to encourage the members to talk more freely. Because the participants often do not know each other, the moderator must ensure that everyone feels comfortable and there is good rapport. The purpose and format of the discussion should be made clear at the beginning of the session. All participants should be encouraged to participate, share their views, and be told that divergent views are welcome.

Focus groups typically are conducted face to face, but the development of new technologies has enabled investigators to conduct qualitative research online. Two types of online methods, synchronous and asynchronous, have emerged. Synchronous methods allow researchers to conduct live discussions. Synchronous online discussions attempt to mimic in person focus groups. Asynchronous methods collect participant information through online communication such as forums and email lists. A disadvantage is a reduced capacity to assess non verbal behavior; assessing non verbal behavior can be helpful to qualitative researchers.

Group discussion can produce data and insights that would be less accessible without the interaction found in a group setting. The idea is that listening to one individual's description of his or her experiences stimulates ideas and memories of experiences in fellow participants. This process is also known as the group effect; group members engage in "a kind of ‘chaining’ or ‘cascading’ effect; talk links to, or tumbles out of, the topics and expressions preceding it" (Lindlof & Taylor, 2002, p. 182)
Group members discover a common language to describe similar experiences. This enables the capture of a form of "native language" or "vernacular speech" to understand the situation
Focus groups also provide an opportunity for disclosure among similar others in a setting where participants are validated. For example, in the context of workplace bullying, targeted employees often find themselves in situations where they experience a lack of voice and feelings of isolation. Use of focus groups to study workplace bullying, therefore, serves as both an efficacious and ethical venue for collecting such data (see, e. g., Tracy, Lutgen Sandvik, & Alberts, 2006) Of course, collecting data on workplace bullying requires the research team to protect the members of the group and put an end to the bullying. The interactive, discussion based context of focus groups can illustrate how meanings are produced intersubjectively. Meaning production is naturally a socially shared process, making focus groups a useful method for researching the attitudes, experiences, and understandings of individuals and groups. The moderator can inquire into and examine unforeseen issues with that arise in the context of the discussion. The format has a kind of face validity and is naturalistic in that the discussion can include storytelling, joking, disagreements, and boasting. Running focus groups is straightforward and relatively inexpensive. Focus groups ordinarily consume less time than structured interviews, thus increasing sample sizes, lessening resource investment, and providing fast results. Non verbal behavior plays a role in the moderator's decision making and research results, Focus groups can create severe issues of external validity, especially the reactive effects of the testing arrangement. Other common (and related) criticism involve groupthink and social desirability bias. Another problem is with the setting of the focus group. If a focus group is held in a laboratory setting with a moderator who is a professor and the recording instrument is obtrusive, the participants may either hold back on their responses and/or try to answer the moderator's questions with answers the participants feel that the moderator wants to hear. Another problem with the focus group setting is the lack of anonymity. With multiple participants, confidentiality cannot be assured. Douglas Rushkoff argued that focus groups are often useless and frequently create more problems than the problems the groups are intended to solve. Because focus groups often aim to please their underwriters rather than provide independent opinions or evaluations, the data are sometimes cherry picked to support a foregone conclusion. Rushkoff cited the disastrous introduction of New Coke in the 1980s as an example of focus group design, implementation, and analysis gone bad. Jonathan Ive, Apple's senior vice president of industrial design, noted that Apple had found a good reason not to employ focus groups. He said that "They just ensure that you don’t offend anyone, and produce bland inoffensive products."

The analysis of focus group data presents both challenges and opportunities when compared to other types of qualitative data. Some authors have suggested that data should be analyzed in the same manner as interview data, while others have suggested that the unique features of focus group data – particularly the opportunity that it provides to observe interactions between group members means that distinctive forms of analysis should be used. Data analysis can take place at the level of the individual or the group. Focus group data provides the opportunity to analyze the strength with which an individual holds an opinion. If they are presented with opposing opinions or directly challenged, the individual may either modify their position or defend it. Bringing together all the comments that an individual makes in order can enable the researcher to determine whether their view changes in the course of discussion and, if so, further examination of the transcript may reveal which contributions by other focus group members brought about the change. At the collective level, focus group data can sometimes reveal shared understandings or common views. However, there is a danger that a consensus can be assumed when not every person has spoken: the researcher will need to consider carefully whether the people who have not expressed a view agree with the majority or whether they may simply be unwilling to voice their disagreement. Many computer programs are available to help in analyzing qualitative data. The capacity of computers to effectively sort, store, and retrieve information makes their use in qualitative data analysis appealing. However, it is important to be aware that computers can only aid in some parts of the analysis of qualitative data; computer software does not code data nor can replace conceptual analysis. It cannot analyze qualitative data for the researcher.