Focus Groups: Method or Madness?

Focus groups: — method or madness? ¹ I chose that sub-title because it reflected some of my feelings when faced with analysing transcripts of 52 group discussions. Here was a record of over 300 people’s conversations about AIDS, almost 2000 pages of people arguing, brain-storming, making faces at each other, sharing jokes, telling stories, and deviating from the point.