The Use of Focus Groups in the Process of Political Research and Consultancy

The Instit for Social Research & Analysis (SORA) offers strategic consulting based on empirical research for political parties & interested organizations. Qualitative methods -- above all focus groups -- are of utmost importance in this context. Using five examples this article discusses how focus groups can enrich political research & consulting. Each of the case studies is derived from actual consulting experience & serves to discuss issues that characterized a specific research project. The case studies illustrate the manifold ways of utilizing focus groups in the political research & consulting process: Focus groups can be employed at the very beginning of a strategic process, to yield the basis for decisions during the course of an electoral campaign or to evaluate strengths & weaknesses of the campaign after the election day. Because the use of focus groups in the political research & consultancy process may vary greatly, we do not employ a single methodological approach of conducting & analyzing focus groups. Methodological considerations (e.g. the number of participants, sampling criteria, degree of structure in the facilitation of the group, deductive & inductive strategies for data analysis, online focus groups & "real" groups etc.) need to be made for specific issues. Furthermore we provide an overview of feedback & communication functions focus groups can have both for clients & consultants. 12 References. Adapted from the source document.