Random Thoughts
February 9, 2023
When it comes to qualitative research, focus groups have always been the status quo methodology. But has anyone really thought about why that is and whether this should be the case? I would challenge otherwise; I instead think in-depth one-to-one interviews would deliver more benefits in general.
For the sake of argument, let’s assume the research in question is exploratory in nature (and yes, the topic does impact the choice of methodology), and focus groups are chosen as the method. While focus groups would seem to yield more varieties of perspectives on the surface (with more end-users interviewed, typically 8 per group, but I prefer 6) and even enhance confidence in the data with a larger sample size, but does it really? The fact that the length of focus groups is only two hours long and assuming 6 end-users per group, you only get 20 mins per end-users. And that does not even include the time you needed to ask the questions. Ultimately, you can only get so deep in the depth of understanding. And let’s be reminded that this is not a quantitative exercise, so how large the sample size does not matter at all.
But on the other hand, if an in-depth interview approach is employed (usually one hour long), you would be able to focus on one single end-user for a much lengthier time (3 times the length of a focus group approach). This would yield much deeper insights into the topic in question. After all, isn’t this what qualitative research is for? To unearth deep insights regardless of the sample size?
Having said all that, it is important to note that this does not mean the focus group approach is ineffective. As I alluded to before, there is a place for different types of qualitative approaches depending on the objective of the research. To me, focus group approach is more appropriate when it comes to generating creative content, as end-users bounce ideas off of each other.
Again, this is my opinion only and you can disagree with me if you like. But please leave me comments to tell me why you disagree with me. And don’t forget to follow us for more!
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