What question did this study set out to answer?

To evaluate how roving focus groups can enhance understanding of rural landscape character.

September 1, 2008Open Access

Roving Focus Groups: Collecting Perceptual Landscape Data in Situ

Key Points

To evaluate how roving focus groups can enhance understanding of rural landscape character.
Conducted roving focus groups in a vehicle across rural Michigan.
Used qualitative approaches to assess landscape perceptions and recorded discussions.
Followed up with a survey to validate themes from focus group discussions.
Participants identified key features influencing rural landscape character, with results mirroring survey findings.
The congruence of focus group and survey results enhances confidence in the evaluation method.
Provided detailed, policy-relevant criteria for landscape planning.

Abstract

Although focus groups are adaptable to unique situations, experts warn that the physical environment in which discussions take place should (a) be free from distractions, (b) be neutral, and (c) permit participants to face each other. In 2004 and 2005 the authors experimented with roving focus groups in the rural landscape of Michigan (USA). As they moved along in a vehicle, participants discussed features that contributed to and detracted from rural landscape character. Results from a follow-up survey supported focus group themes. Such a congruence of results provides confidence in the procedure and expands interpretation of the concept, rural character. Qualitative procedures are rarely used to evaluate landscapes. In this study roving focus group results provided reliable and valid policy-relevant criteria at sufficient detail for planning purposes. The authors demonstrate the technology used to record the focus groups and discuss the pros and cons and ways of improving this procedure.

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