What is Wrong with Focus Groups?

Abstract

The paper offers criticism of erroneous interpretation of the focus group method. The authors defend the point of view that a focus group is an in-depth group interview, based mainly on the same principles as an individual interview. This interpretation is based on “Focused Interview” by R. Merton et al. The methodological basis of focus groups is the probing technique, explained in the works of L. Gorden and A. Goldman. Wrong interpretations of the method based on the concepts of “group dynamics”, “discussion”, “insight” are listed and described. The incorrectness of these interpretations is explained. The issue of combining focus groups and projective methods is considered. At the same time, the authors believe that many group methods (dynamic methods by K. Levin, brainstorming, therapeutic methods by K. Rogers) are based on fundamentally different principles incompatible with the focus group method. The authors conclude that incorrect interpretations of the focus group method are still widespread in Russia. This causes disorientation among researchers, students and teachers. Incorrect interpretation of the focus-group method undermines customer confidence and contributes to decline of the focus group industry.