Limitations of focus groups

Focus groups are not suitable for identifying and exploring individual views as it cannot be assumed that individuals are expressing their own definitive view. Participants are speaking in a specific context (i.e. a focus group) and within a specific culture (e.g. a group of tenant inspectors). Focus groups are also not particularly suitable for collecting data that can be generalised to a larger population (e.g. all tenants), and participants are unlikely to be a representative sample. You might get something useful but do not expect statistical validity.

From the perspective of a participant, focus groups can be intimidating, especially for shy or less articulate participants. Such people may simply be discouraged from attendance and of course their views and ideas may be just as useful as anyone else’s. Similarly some people may be put off attending or contributing fully to a focus group because they can never be fully confidential or anonymous.

From the facilitator’s perspective, focus groups allow only limited control over the data produced. The facilitator has to allow participants to talk to each other, ask questions, and express doubts and opinions. They have very little control over the interaction other than generally keeping participants focused on the issue, and of course there is always the danger of one dominant participant ruining the session. This is a challenging role that requires a high level of group leadership and interpersonal skills.

Perhaps most importantly, focus groups only really work if participants are interested in the issue under discussion.

The good news is that these limitations can be overcome with careful planning and skilful facilitation. It is also worth considering whether it would be useful to invite the same group of people to more than one focus group meeting and what other research methods you might use to complement your focus groups (e.g. one to one interviews, group interviews, and questionnaires).

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