Focus Groups

Summary

Dr. Samir Sakamoto, an associate professor at the University of Toronto, discusses the power of focus groups in qualitative health research. He outlines the definition, design, and facilitation of focus groups, emphasizing their versatility and ability to generate rich data through group interaction. Sakamoto shares examples from his research, including studies on international families and the concept of 'Canadian experience'. He highlights the strengths of focus groups, such as data concentration and spontaneity, as well as limitations like group dynamics and confidentiality issues. The video concludes with practical advice on running effective focus groups and variations like online focus groups.

Takeaways

• 🎓 Dr. Samir Sakamoto is an associate professor at the University of Toronto and an expert in qualitative research, particularly focus groups.
• 🗣️ Focus groups are a qualitative research method involving group interviews that rely on interaction among participants to generate insights.
• 🔍 Focus groups have been used since the 1920s and gained popularity in the 1960s, often utilized in market and health research.
• 🌟 Focus groups can reveal data and perspectives that might be inaccessible through individual interviews due to the dynamic of group interaction.
• 🌐 Dr. Sakamoto's own research includes using focus groups to understand the struggles of international students' spouses and to explore the concept of 'Canadian experience'.
• 💡 Focus groups are versatile and can be used as a standalone method or as part of a larger, multi-method study.
• 📊 They are beneficial for generating concentrated data, observing group dynamics, and are considered economical and efficient for idea generation.
• ⚖️ Limitations of focus groups include potential influence of group dynamics on individual responses and challenges in ensuring confidentiality.
• 🛠️ Effective focus group facilitation requires planning, including developing a clear research design, considering group composition, and logistics.
• 🏢 When structuring a focus group, it's important to consider the physical environment, group dynamics, and the facilitator's role in guiding the discussion.
• 🌐 Focus groups can also be conducted electronically, addressing logistical issues but introducing unique ethical considerations.

Q & A

What is the primary purpose of focus groups in qualitative research?

Focus groups are used in qualitative research to gather data through group interactions, which can produce insights that might be less accessible without the dynamic of a group discussion.

How do focus groups differ from individual interviews?

Unlike individual interviews where participants answer a researcher's questions, focus groups rely on the interaction within the group, allowing for a collective discussion that can generate richer data.

Why have focus groups become a popular method in research?

Focus groups became popular due to their ability to produce concentrated amounts of data on a specific topic, their efficiency in generating spontaneous responses, and the opportunity to observe nonverbal behaviors and interaction patterns.

What are some limitations of using focus groups?

Limitations include potential influence of group dynamics on individual responses, less control over the data compared to individual interviews, and challenges in assembling groups that can take time and resources.

Can you provide an example of how focus groups were used in a real-world research scenario mentioned in the script?

In the script, Dr. Samir Sakamoto used focus groups to explore the struggles of spouses of international students and business scholars living in university family housing, leading to the development of community-based services.

What is the role of a facilitator in a focus group?

A facilitator in a focus group is responsible for keeping the discussion on topic, ensuring participants feel comfortable, clarifying confusion, and guiding the conversation from general to specific questions without leading the participants.

Why is it important to practice running a focus group before conducting one?

Practicing helps researchers familiarize themselves with the process, identify potential issues, and refine their facilitation skills, which is crucial for the success of the focus group.

How can the composition of a focus group affect the research outcomes?

The composition of a focus group can influence the dynamics and the richness of the data collected. It's important to consider factors like homogeneity, heterogeneity, diversity, and commonality among participants.

What are some logistical considerations when planning a focus group?

Logistical considerations include the physical location, room size, comfort of chairs, accessibility, noise levels, availability of refreshments, and ensuring that the setting is conducive to open discussion and confidentiality.

How can focus groups be adapted for use in community-based participatory research (CBPR)?

In CBPR, focus groups can be used to empower participants affected by social issues, fostering a sense of community and mutual support, and can be a tool for social change by leveraging the collective experience and insights of the group.

What are some ethical considerations when conducting focus groups online?

When conducting focus groups online, researchers need to consider unique ethical issues such as maintaining confidentiality and obtaining informed consent in a digital environment.

Outlines

00:00

📚 Introduction to Focus Groups in Qualitative Research

Dr. Samir Sakamoto, an associate professor at the University of Toronto, introduces the concept of focus groups as a qualitative research method. He discusses the definition, design, and logistics of focus groups, emphasizing their importance in gathering rich data through group interactions. Dr. Sakamoto shares his experiences conducting focus groups, such as his study on international families and a project exploring the concept of 'Canadian experience' among immigrants. He highlights the versatility of focus groups in qualitative health research and the insights they can provide beyond individual interviews.

05:00

🔍 The Benefits and Limitations of Focus Groups

This section delves into the advantages of using focus groups, such as the generation of concentrated data, spontaneous responses, and the observation of nonverbal cues. It also addresses the limitations, including the influence of group dynamics on individual responses and the challenges in assembling diverse yet cohesive groups. Dr. Sakamoto stresses the importance of considering group composition, facilitation skills, and logistics to ensure effective data collection. He also mentions the ethical considerations and the potential for focus groups to be conducted electronically, addressing modern research challenges.

10:02

📝 Designing and Conducting Focus Groups

Dr. Sakamoto provides a detailed guide on designing and conducting focus groups, including the development of a focus group interview guide with main and follow-up questions. He suggests practicing with mock groups and considering the composition and structure of the actual focus groups. The paragraph also covers logistical considerations such as the timing, location, and physical setup of the focus group meetings. Dr. Sakamoto emphasizes the role of the facilitator in guiding the discussion and maintaining a comfortable environment for participants, as well as the importance of group guidelines for productive discussions.

15:03

🌐 Variations and Applications of Focus Groups

The final paragraph explores variations of focus groups, particularly in community-based participatory research (CBPR), where the goal is to empower those affected by social issues. Dr. Sakamoto discusses the potential for focus groups to foster a sense of community, provide catharsis, and offer helpful information among participants. He also touches on the ethical considerations when conducting focus groups online, such as ensuring confidentiality and informed consent. The paragraph concludes with a call to action for researchers to consider the powerful tool of focus groups in their qualitative research endeavors.

Keywords

💡Focus Groups

Focus groups are a qualitative research method where a group of individuals is brought together to discuss a particular topic. In the video, Dr. Amato discusses the use of focus groups as a way to gather data through group interactions, which can lead to insights that might not be accessible through individual interviews. The script mentions that focus groups have been used since the 1920s and are popular in market and health research.

💡Qualitative Research

Qualitative research involves exploring and understanding social phenomena through non-numerical data. The video emphasizes the use of focus groups as a qualitative data collection method, highlighting that it allows for in-depth understanding and insights into participants' experiences and perspectives.

💡Group Facilitation

Group facilitation refers to the process of guiding and managing group discussions to ensure that they are productive and focused. Dr. Amato discusses the importance of facilitation skills in conducting effective focus groups, noting that facilitators should help keep the discussion on topic and create a comfortable environment for participants to share their thoughts.

💡Group Dynamics

Group dynamics are the behaviors and psychological processes occurring within a social group. The script points out that group dynamics can influence individual responses within a focus group, as the presence of others can affect what participants are willing to share or how they respond to questions.

💡Confidentiality

Confidentiality in research refers to the protection of participants' privacy and the assurance that their information will not be disclosed without consent. The video script mentions that confidentiality can be a limitation in focus groups, as researchers cannot always guarantee that all participants will maintain the confidentiality of shared information.

💡Community-Based Participatory Research (CBPR)

CBPR is a collaborative approach to research that equitably involves community members, organizational representatives, and researchers in all aspects of the research process. Dr. Amato gives an example of using focus groups within CBPR to empower participants and work towards social change.

💡Research Design

Research design in the context of the video refers to the planning and structure of the focus group process, including the development of interview guides and the consideration of group composition. The script discusses how to design focus groups by considering the main research questions and the logistics of conducting the groups.

💡Data Collection

Data collection is the process of gathering information and data required for analysis. The video script explains how focus groups are used as a data collection method, allowing researchers to collect concentrated amounts of data on a specific topic through group discussions.

💡Nonverbal Behaviors

Nonverbal behaviors refer to communication through body language, facial expressions, and other non-spoken cues. The video script mentions that researchers can observe nonverbal behaviors during focus groups, which can provide additional insights into participants' responses and feelings.

💡Mock Focus Group

A mock focus group is a practice session conducted with non-participants to test and refine the focus group process before actual data collection. The script suggests conducting a mock focus group to test questions and prepare for the actual focus group sessions.

💡Group Composition

Group composition refers to the selection and makeup of the participants in a focus group. The video script discusses the importance of considering who is included in a focus group and why, to ensure that the group is representative and that the research questions can be effectively addressed.

Highlights

Focus groups are a qualitative research method that relies on interaction within a group to gather data.

Dr. Samir Sakamoto has been conducting qualitative research for 20 years, including focus groups.

Focus groups can produce data and insights that would be less accessible without group interaction.

Focus groups have been used since the 1920s and became more popular in the 1960s, often in market and evaluation research.

Focus groups can be used as a stand-alone method or part of a multi-method study.

A case study is presented where focus groups were used to understand the struggles of international students' spouses.

Focus groups can lead to the development of community-based services based on the findings.

Focus groups can also be used to explore complex concepts like 'Canadian experience' through arts-based methods.

Focus groups are versatile and can be adapted to various research questions and populations.

They can produce concentrated amounts of data and lead to spontaneous responses due to group dynamics.

Group facilitation skills are crucial for effective focus group research.

Focus groups have limitations, including potential influence of group dynamics on individual responses.

Confidentiality can be a concern in focus groups, especially when discussing stigmatized topics.

Planning focus groups involves developing a focus group interview guide with main and follow-up questions.

Mock focus groups can help researchers practice and refine their questions and facilitation skills.

Group composition should be carefully considered to ensure diversity and commonality among participants.

Logistics such as location, time, and accessibility should be considered when planning focus groups.

Group facilitators should maintain a balance between keeping the discussion focused and allowing for open dialogue.

Focus groups can be adapted for community-based participatory research to empower participants and drive social change.

Electronic or online focus groups can address logistical issues but present unique ethical considerations.

Dr. Samir Sakamoto encourages further exploration of focus groups through provided readings.

Transcripts

[Music]

hi I'm doctor is mr. Amato associate

professor at the factory met at Faculty

of Social Work at the University of

Toronto

I'm also an academic fellow of the

Center for critical qualitative health

research at the University of Toronto I

have been conducting qualitative

research for the past 20 years including

using focus groups interviews focus

group interviews are one of the most

common ways of gathering qualitative

research data and it's sometimes called

a quick and easy they were conducting

research however conducting focus groups

require quite a bit of planning and

thinking today I will be talking to you

about focus group research as a

qualitative data collection methods

first I will talk about the definition

of focus groups second I will talk about

research design using focus groups what

you need to consider when using focus

groups such as strength limitations and

logistics third I will also discuss what

group facilitation skills to consider as

researchers according to your focus

group guru david morgan focus groups are

basically group interviews but it's

different from group interviews because

instead of the researcher just asking

questions and participants answering

them focus groups rely on the

interaction within the group focus

groups can produce data and insights

that would be will be less accessible

without the interaction found in the

group the focus groups have been used

since the 1920s but became more popular

in the 1960s they are often used in

market research and evaluation research

but in this talk I will be focusing on

the use of focus group as a qualitative

health research methods focus groups can

be used as a stand-alone method when I

was a doctoral student in the United

States a wife of a Japanese businessman

was charged with allegedly killing her

infant son she was suffering from

postpartum depression but did not have

anyone to turn to as an international

student living in the US I wondered

kinds of struggles spouses of

international students and business

scholars may be experiencing in the

university family housing where there

were over thousand residents from other

countries but had limited services

available to them because of their

dependent visa status there were rumors

or anecdotes of these families

experiencing stress but there was no

real data or information to help them I

apply for small funding and conducted

for exploratory focus groups in four

different languages to find out more

about their experiences the findings of

this small study pointed to the

interrelated issues of isolation in the

lack of child care based on the findings

a group of us developed community-based

services for international families in

collaboration with the University and

designed a community-based participatory

research project to further expand on

the first initiative the focus groups

were that you were used as a starting

point of this project and this study

continued for additional four years we

completed working with hundreds of

international families focus groups can

be also used as a part of multi method

study in a research project I led more

recently my colleagues and I interested

in exploring the tacit assumptions

behind the concept of Canadian

experience this concept has been a

barrier to employment for new skilled

immigrants living in Canada we conducted

interviews where we asked service

providers immigrants and immigration

experts what this Canadian experience

really meant but when there they

couldn't articulate well even though the

term is used so widely we turn to the

use of arts and subsequently conducted

seven arts based focus groups with a

theater specialist who helped us design

the use of arts in focus groups as part

of a larger study the data from the

focus groups then were analyzed in

addition to other

we have from in-depth interviews and

participant observation the research

findings were then turned into a theater

production focus groups allowed

participants and researchers together to

brainstorm and solidify the meaning of

Canadian experience again we couldn't

have done it turn into the deeper

meaning of the topic under study without

the power of focus scripts as you can

see a focus group method can be used in

many different ways and it's a versatile

tool to have in your qualitative

research toolbox so why should we

consider using focus groups focus groups

can produce concentrated amounts of data

on a very topic you are interested in

focus groups can lead to spontaneous

responses because of group interactions

researchers can observe nonverbal

behaviors and interaction patterns in

the group settings also focus groups can

generate a variety of ideas and thus is

considered economical and efficient

focus group is flexible and allows for

the use of arts for example then what

about the limitations of focus groups

while the strength of the focus group

have to do with the group's the

limitations also have to do with the

group group's influence on individual

responses meaning that researchers have

less control over the data than they

would in individual interviews group

dynamics could influence individual

answers due to power differentials prior

relationships and personality people may

be emotionally triggered by others

sharing people may not feel comfortable

speaking about certain topics such as

mental health issues or sexual behaviors

in group settings assembling groups can

take time and resources also you need to

have a strong group facilitator to

conduct an effective focus group there

are also limits to confidentiality

researchers can

cannot guarantee researchers cannot

guarantee that the confidentiality can

be kept by all the participants it's

particularly important to consider this

when the topics discussed may include

highly stigmatized identities or

behaviors such as invisible stigma of

HIV positive status or criminalized

activities once you establish that focus

groups are the best data collection

method for your particular research

purposes you will start designing the

specifics running focus groups from the

main research questions you would

develop a focus group interview guide

which usually consists of main questions

and follow-up questions for each the

number of questions you would ask me

vary but if you have 90 minutes in total

for the entire focus group you may have

four to five main questions to allow for

the group group interactions for example

in the research study with Chinese

skilled immigrants we asked questions

such as has your life changed since you

came to Canada if so how when you were

experiencing difficulty what has helped

what was helpful for you what advice

would you give to newcomers in a

newcomers now it's a good idea to have a

mock focus group with research team

members or friends so that you can test

out actual questions they modify them if

necessary if it's the first time you are

using focus group method it's very

important that you practice running a

focus group before you actually do one

or become a co facilitator of a focus

group that somebody else is running so

that you know what to expect in

designing focus groups you would also

need to consider group structure and

composition with respect to structure

you want to consider things such as

where and when to hold a group usually

usually the researcher becomes the

facilitator of the focus group but

depending on the demographics of the

group members you may only have somebody

else run it also you may want to

consider having a co-facilitator

observer or note-taker to help with the

group you also want to think about who

you want in your group and why for

example you don't want to have workers

and supervisors in the same group

this means developing a set set of

inclusion criteria for example in my

previous research using arts I mentioned

earlier I wanted to recruit skilled

immigrants if you have arrived in Canada

recently and were attending employment

services as well as the mentors who are

working with them in composing actual

focus groups logistics such as the time

of the day or the day of the week or

location could dictate who can come but

as much as possible it's also good to

consider that group completion if

relevant avoid somebody being the only

one participant only one participant

from the non minority group such as one

trans person and seven cisgendered

individuals in the same group however

you would also consider intersecting

identities and experiences the gender

identity or racial ethnic identity may

not be the main similarities or

differences among people so you have to

consider both heterogeneity homogeneity

diversity and commonality among people

composing focus groups other logistics

to consider include the physical

location of meeting such as the room

size not too big not too small chairs

are they comfortable not in a lecture

hall with fixed chairs because you want

to see in the circle also you may want

to consider settings confidentiality in

noise levels probably it's not a good

idea to have a group in a cafe or other

open public space also it's important to

consider the accessibility to members

location in community and transportation

issues it usually helps to have some

refreshments like water half

your tea and it's important to have

accessible bathrooms if you're working

with a population with financial

challenges it's important to ensure

having childcare transit tokens and/or

honorarium you may also consider

providing an interpreter if some people

may not speak a common language or find

a skilled group facilitator who can

speak the language for a single language

group focus group can start with

introductions you may want to give an

option for the participants to use

pseudonyms

if the topics discussed are sensitive

for focus groups that will be two hours

long consider having about five main

questions so that you can spend about 20

minutes each per question this could

vary by the nature of questions the

group composition and other variables

you should also leave some time in at

the end to finish the group on a

positive note for example I may ask each

participant to say or write a word or

phrase to describe how their experience

was don't forget to thank them for their

participation at the end with respect to

group facilitators their main tasks are

to keep the discussion focused on the

topic and help people feel as

comfortable as possible in answering

questions facilitators should also

clarify when some something seems

confusing when important questions it's

a good idea to move from general to

specific questions and avoid leading

questions you should watch out for

nonverbal behaviors in this regard

having a co facilitator or observer is

helpful in running focus groups it's

helpful to have group guidelines for

productive discussion this is an example

I have used set own boundaries for

sharing only one person talks at a time

respect confidentiality keep the

personal information shared in the group

within the room speak from your own

experience and avoid generalizing about

goo

so people anything someone wants to say

is important there are no right or wrong

answers to questions the goal really is

to hear all sides of an issue both

positive and negative before and then I

want to also touch on that variations in

focus groups focus groups are often used

in community-based participatory

research or CBP are in CBPR there are

often goals of empowering those affected

by the social issues under study and

moving toward social change using

research but using focus groups

researchers can take advantage of the

power of groups for example participants

will experience similar social issues

may feel that their they are not alone

in their struggles they may feel hopeful

they may feel the sense of catharsis and

they may receive helpful information

focus groups can be run electronically

or online using chat rooms discussion

boards video conferencing and social

media platforms this could address some

of the logistical issues of traditional

focus groups however researchers need to

consider unique ethical issues such as

confidentiality and informed consent

process when using these methods I hope

through this lecture I was able to pique

your interest in learning more about

focus groups there are some further

readings at the end of this video that I

have found useful once again I am dr.

Samir Sakamoto and thank you for

watching

[Music]