Focus group techniques: The use of photographs, images, texts,

symbols, and props

Situations in which it is used

Interview → seeking answers or explanation to questions

Focus group → seeking interaction and discussion

Not always the answerArriving at the answer can be more interesting than the answer itself

“Dialogical Research” (Padilla 1993) Discussion is revelatory Discussion provides insight into deeper

meaning

Definition of method: Focus groups techniques

Devices used to elicit discussion that help provide a deeper understanding, additional insight, or

bring about wider range of issues for your research topic

“Focusing exercises” (Bloor et al 2001)“Discussion Aids” (Stewart et al 2006) 'Participatory' MethodsPropsTasksVisual Aids and materials

Why might you want to use these aids or techniques?

Advantages: stimulate interest; engage participantsTrigger responsesKeep participants on task (non-verbal cues)Exploratory – use before more structured parts of sessionBalance – exploratory vs. task settingEases comparison across many focus groups (constants)Provides different ways to participateGives participants some securityRe-shapes dynamic between researcher/participants by empowering subjectsFUN!!!

Wide Range of TechniquesAdaptive and flexible to best fit the needs of your

project and research goalsProps – Printed cards (key words, topics, themes); photos, maps, texts, documentsVignettes – hypothetical cases and scenariosNews Bulletin photo activityStorytelling – how were participants involved with XParticipatory mappingMind mappingResearch findings – Do they agree/disagree?First thoughtsWord association/ sentence completionRanking

Mind Mapping

Mind Mapping

GIS

Interviews

Semi-structuredStructured

Open ended

Participant Observation

Focus Groups

Remote Sensing

Questionnaire Survey

Participatory Mapping

Disadvantages / Issues to consider Props can be a distraction – keep out of the way until you need them

Images/ props can limit or shape the type of responses (need to be critical of the items you select)

Group size one group Multiple small groups

International contexts Access to items Cultural context of items

Material Environment of Focus Groups

“all affect interpersonal interaction” (Stewart

et al 2006)

Drinks and snacks (non-alcoholic) Name tags Agenda Room locations, size, arrangementInterpersonal space

Visual MethodologiesHow are places created and used

in visual imagery?How do people view the world?

How does imagery create cultural meaning?

Analysis of films, photos, promotional materials, computer

graphics

Encoding, decoding, and interpretation of production and

consumption of cultural meaning

Examples demonstrating method

Kesby, Mike. 2005. Participatory diagramming: deploying qualitative methods through an action research epistemology. In Area 32, no. 4: 423-435.

Meinhof, U. and D. Galasinski. 2000. Border Discourse. Changing Identities, Changing Nations, Changing Stories in European Border Communities. A State-of-the-Art Report. European Commission.

Key Sources on method

Bloor, Michael, Jane Frankland, Michelle Thomas, and Kate Stewart. 2001. Focus groups in social research (introducing qualitative methods series). Thousand Oaks, CA : SAGE Publication

Greenbaum, Thomas. 2000. Moderating focus groups : a practical guide for group facilitation. Thousand Oaks, CA : SAGE Publication

Padilla, R. 1993. Using dialogical research methods in group interviews. In Successful focus groups: advancing the state of the art, ed. David Morgan. Newberry Park, CA: SAGE Publications

Stewart, David W., Prem N. Shamdasani, Dennis W. Rook. 2006. Focus groups : theory and practice, 2nd ed. Thousand Oaks, CA : SAGE Publication

Sources on Visual Methodologies

Bartram, R. 2003. Geography and interpretation of visual imagery. In Key methods in geography, ed. Clifford, Nicholas J. and Fill Valentine. Thousand Oaks: SAGE Publications.

Pink, S. 2007. Doing visual ethnography: images, media and representation in research, 2nd. Thousand Oaks: SAGE Publications.

Rose, G. 1996. Teaching visualized geographies: towards a methodology for the interpretation of visual materials. In Journal of Geography in Higher Education, 20, no. 3: 281 – 294

Rose, G. 2007. Visual methodologies: an introduction to the interpretation of visual materials, 2nd. Thousand Oaks: SAGE Publications.

Young, L. and Hazel Barrett. 2001. Adapting visual methods: action research with Kampala street children. Area 33, no. 2: 141-152.