Using and analysing focus groups: Limitations and possibilities

The paper examines some methodological issues associated with the use and analysis of focus groups in social science research. It is argued that what distinguishes this methodology from other methods is the interactions which take place within focus groups, and that this should be reflected in analysis of the data. Interactive features considered here include individuals dominating within the groups, constructing the Other, tendencies towards normative discourses, and conflicts and arguments within focus groups. These are considered in relation to examples from a study of young adults' expectations of the future, and their orientations towards work and family. Possible moderator strategies and analysis approaches which take account of the interactions are discussed.