1. Reading 5: Use of Focus Groups Fern

2. Overview Focus groups have been used for decades There is no empirical evidence that they are useful There is no underlying theory of how they work

3. Focus Group Assumptions Group synergy is better than the sum of the parts Moderator’s role is important Ideal group size is 8-12 participants Focus group participants should be stranger Certain evidence contradicted these assumptions

4. Empirical Study Author conducted a study Four major hypotheses – Sum greater than the parts – Group size – Impact of moderator – Member anonymity Homogeneous respondent group

5. Findings Individual interviews tend to generate higher quality responses than focus groups – Greater productivity among individuals than groups – Moderator doesn’t make much positive difference – Groups of eight generate more ideas than groups of four