‘It's Good to Talk’: The Focus Group and the Sociological Imagination

This paper argues that the critical social scientist can employ the focus group – group discussions focused by a facilitator around a particular topic or area of experience – to recast radically both the social relations and the object of the research process. I explore the potential of the focus group to cultivate the sociological imagination in both the facilitating social scientist and the participants: in Bhaskarian terms, a ‘transformational act’, raising consciousness and empowering participants, rupturing rather than reproducing underlying relations of exploitation and domination. The hitherto dominant forms of focus group research are criticised as being embedded in the epistemological and methodological assumptions of positivism, behaviourism and empiricism, and in social relations which service power. The qualities of the focus group which have attracted the marketer and advertiser – access to the experiential knowledge, opinions and world-view of the participants, in a context of synergic interaction – are examined. The paper argues for an alternative, radical use of focus groups, based on the new politics of knowledge associated with movements of social resistance. The relationship between this radical conception of focus groups and both Habermas's theory of communicative action and Bhaskar's critical realism is discussed and examples of the potential for focus groups to democratise governance and service provision are offered.