This presentation is designed to be helpful to clients and researchers in considering ways to get the most out of their qualitative research studies. Judy Langer has conducted qualitative research since the early '70s, the last 20 as head of her own company. She has conducted literally thousands of focus groups and individual depth interviews. She has written frequently on qualitative research. Sensitive subjects should always be explored in individual depth interviews rather than focus groups.
Most focus groups have a dominant respondent who biases the other respondents.
Topic guides should start with broad general questions, then move to specific issues. Moderators should be the same sex, age group and race as the respondents. Men and women should not be interviewed together in a focus group. Conducting one focus group on a topic is fine, especially if the budget is tight. Telling respondents they are being videotaped makes them self-conscious and encourages them to perform for the camera.