Perils and possibilities: achieving best evidence from focus groups in public health research.
OBJECTIVE
Focus group research is often seen as a cost-effective way of gathering evidence from multiple research participants about the diversity of their views, experiences or beliefs. Our objective is to argue that focus group research only fulfils its potential if analysis of individual views is extended to include analysis of interaction between participants, so that we learn more why people hold these views.


METHODS
We outline the literature on focus group research, contrasting the 'quick-and-easy' approach with the demands of studies that are designed, conducted and analysed in a methodologically rigorous way to yield high quality public health evidence.


CONCLUSIONS
Well-conducted focus groups contribute good evidence for public health decision making. The challenges of conducting high-quality studies should not be underestimated, and must involve rigorous analysis of both interaction and content.
Mother and Child Health Research, La Trobe University, Victoria, Australia. K.Willis@latrobe.edu.au
Karen
K
Willis
Julie
J
Green
Jeanne
J
Daly
Lara
L
Williamson
Mridula
M
Bandyopadhyay
D003256:Community Participation; D003299:Cooperative Behavior; D017144:Focus Groups; D006801:Humans; D011634:Public Health; D036301:Qualitative Research; D012107:Research Design