The Unfocused Focus Group: Benefit or Bane?.

Focus groups have become increasingly popular for garnering information from select audiences on a particular topic (Larson, Grudens-Schuck, & Allen, 2004; Krueger & Casey, 2009). After 25 years of using focus groups for needs assessment, program evaluation, and social science research, I have noticed an important phenomenon. Sometimes the most interesting insights on the topic of study emerge from what I call "the unfocused focus group." I define unfocus in a focus group as substantive discussion on topics not directly tied to the goals of the project. Sometimes the group repeatedly moves away from the intended discussion even though a skilled facilitator is present. As a facilitator of these groups, I was taught to keep a tight rein on the process by sticking to the interview protocol to obtain the best results. However, I increasingly find that unfocused conversations in focus groups can reveal important insights into the topic, the group's culture, the busy and messy context of life, and the value of the group experience for participants. Facilitating successful focus groups requires both science and art. One element that can fully challenge focus group facilitators includes how to handle the unfocused focus group. This article describes "unfocus," and the benefits and disadvantages of unfocus in focus groups. Lessons learned from and approaches taken on this journey are shared to enhance focus group facilitation best practices. Focus Groups The Value of Focus Groups Krueger and Casey (2009) define a focus group as a "carefully planned series of discussions to obtain perceptions on a defined area of interest in a permissive, non-threatening environment" (p. 2). Focus groups were used during World War II to monitor the pulse of public response to wartime propaganda (Nassar-McMillan & Borders, 2002). Since then, focus groups have been used for market research, decision-making, product or program development, customer satisfaction, goal setting, policy making and testing, needs assessment, and as a research tool to listen and gather information to determine how people feel or think about an issue, product, or service (Krueger & Casey). Some social science researchers find focus groups provide an important venue for participatory studies where under heard people are given an opportunity to provide direct information on a particular phenomenon. These groups allow for rich discussion between participants who build on each other's comments and hold each other accountable for the veracity of what is said based on their own experience (Linville, Lambert-Shute, Fruhauf & Piercy, 2003). Researchers often use focus groups as part of their methodology, alone or with other research methods, since they can gather substantial information in a short period and hear directly from those with the perspective they need (Krueger, 1988; Linville et al., 2003). In addition, Krueger finds researchers can get "believable results at a reasonable cost" (p. 20). Focus groups are used by decision makers to evaluate their organization or its programs (Krueger, 1988; Linville et al., 2003; Grudens-Schuck, Allen, & Larson, 2004). Participation in a focus group can result in increased engagement for and prevent conflict on issues or decisions being considered by meeting participants on their own turf (Holz-Clause & Jost, 1995; House & Howe, 1999; Linville et al.). Focus group discussions can lead to innovation and improvement of a program or organization (House & Howe). However, most importantly people enjoy focus groups. Krueger (2007) believes, "The magic of a focus group is that people feel comfortable" (p. 2). Specifically Madriz (2000) finds, "the interaction occurring within the group accentuates empathy and commonality of experiences and fosters self-disclosure and self-validation" (p. 842) resulting in an empowering environment. Some social science researchers also use focus groups simply for the value of observing people interact on a subject or to examine the cultural knowledge of a group (Soklaridis, 2009). …