|
Focus
groups were formerly associated with market research but
have recently gained some measure of social scientific respectability.
In this article, I briefly recapitulate the history of focus
groups and then examine their role in 4 (2 Dutch, 2 American)
policy research projects. In each case, the focus groups
provided an understanding of the interests and values of
different stakeholder groups and permitted the analysts
to predict the groups' reactions to policy alternatives.
This served to link the focus groups to the underlying policy
problem, to set the policy issues in their appropriate context,
to take due account of the technical complexities of the
situation, and to orient toward integrating the results
of the focus groups with the other tools used in the policy
analysis. The four cases shared a "spiral" model approach
to focus groups, in which the discussion moves from generic
to specific toward the object of focus rather than tackling
it directly. This permits both a breadth and depth of perspective
and helps avoid posturing. I conclude that focus groups
provide a value for policy analysis because they enable
participant stakeholders to become part of the process,
help uncover misunderstandings that conceal underlying agreements
among stakeholders, and uncover potential problems of implementation.
|