Focus groups

What is the purpose of the focus group interview? How have focus group studies helped us to understand media audiences?

I am writing this essay to explore and discuss in depth the function of a focus group, particularly in relation to media audiences. I will discuss the meaning and definition of a focus group and share my research on how they have been used both historically and in modern studies. I will touch on how the focus group became one of the most popular methods of research post 1980s and how the demand for them has seemingly decreased over time. Why is that exactly? I plan to answer that by exploring both the pros and cons of a focus group by extensive research and analysis. Firstly though I will explain what a focus group is and discuss how they are used and why. I will answer all of these questions as well as giving examples of actual studies undertaken with the use of focus groups. I will also explore the way in which media audiences function, how they respond to this particular mode of research and if I believe that a focus group is a maintainable method of collecting information today.

I would describe a focus group as a qualitative method of collecting information on a subject. It consists of a small group (typically 6-10 members, however sizes can vary) the group should be “small enough to allow all the members to participate, but large enough to capture a variety of perspectives and to allow people to bounce ideas off of each other” (Tonkiss, 2004). The focus group also consists of a moderator who is in charge of asking the questions and ultimately controlling the group. This person has a hard job as they are tasked with maintaining control over a substantial amount of people without interfering with the discussion too heavily, if at all. A good moderator should be able to steer the conversation without influencing it and they should be able to “nurture disclosure in an open and spontaneous format”. Ultimately “the moderator’s goal