Focus Groups With Ethnic or Minority Racial Groups
Focus groups are increasingly being used to assess needs or test program materials for ethnic or minority racial groups. In fact, this is one of the growth areas in market research focus groups. This is occurring because there are increasing numbers of people in these target markets, and these people have greater disposable income than in the past. In addition, a number of nonprofit and public agencies are using focus groups with low-income groups and with communities of color. These groups require some special consideration in planning and conducting. Let's review some of the factors.
When planning these racial-ethnic groups, the researcher should keep in mind that there are many ways in which people of one ethnic or racial category are alike and different. Too often, we assume that the homogeneity should be primarily by race. Caution is needed because if race or ethnicity is assumed by the researcher to be the dominant or only distinguishing factor, then you may overlook other critical factors such as income, education, age, gender, culture, or language. If race is used as the dominant factor of homogeneity, then there is a tendency for race to become the major issue.
A strategy to consider is to use several different groupings of participants. Some groups might consist of one racial/ethnic category, but then others might be based on geography, income, age, or other factors. This allows the researcher the opportunity to compare and contrast the results.
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Focus Groups With Ethnic or Minority Racial Croups
1. Sample carefully.
2. Get the right moderator.
3. Stay in touch with local.
4. Be aware of recent events and history.
5. Ritual can be important.
6. Select respectful and appropriate foods.
7. Ask people to speak for themselves.
Usually one of the first areas of concern is who should moderate these groups. There are often advantages in having a moderator with characteristics similar to the participants. Many of these groups have historically been controlled and guided by white people in positions of power and influence. As a result, there may be a tendency to assume that other individuals from the outside, particularly those who are white, possess power and want information to maintain that influence. Within some groups, there is a tendency to be cautious about talking to outsiders, particularly outsiders who are in power.
However, there is a flip side to this as well. Repeatedly in communities of color, we've been told that the moderator must be sensitive and respectful of the target audience. Just because someone has a skin color or ethnicity similar to participants doesn't guarantee that he or she will be trusted and effective. Indeed, we've had disasters with academics from a racial category who weren't trusted by people within the community, or when we thought the key factor was race and later found that the moderator was seen as an outsider because he or she came from a different tribe, clan, or community.
The guiding principle that has been most helpful is to ask locals who should lead the discussion. In fact, this has been one of the most valuable tips in planning focus groups within different cultures, languages, races, and backgrounds. Every community and neighborhood has wise people who should be sought out when planning the study. These local people are well aware of the traditions, customs, and local circumstances that will make the study successful. Go to them and seek their wisdom. Don't stop with one. Go to several. Ask about the moderator, scheduling, incentives, and food, and also try out some of the questions. Don't expect that they will all agree, but listen for the reasons behind the advice.
Who can sanction the study? Without their approval, the study may not be feasible or practical. A task force or group of elders, influentials, or respected leaders might be invited to provide advice. Also, who can best offer advice on improving the study design, offer feedback on recruitment strategies, or assist in developing questions? These individuals may be different from the first group in that they are more similar to the target audience, more familiar with research protocol, or more familiar with the topic of the study. These individuals ensure that the focus group methodology is culturally sensitive and acceptable. Finally, who can assist with certain critical tasks in the focus group process, such as recruitment, moderating, or analysis and interpretation? The researcher might want to involve talented local individuals who are willing to receive instruction, offer their advice, and assist with these tasks.
Local residents can also help you find out about recent events or traditions that might influence the study. Occasionally, there are events that might change the plan, timing, audience, or questions of the study. In some communities, there can be long-standing issues relating to trust, respect, past experiences, and so on that are critical for the researcher to understand.
Ritual and tradition are important. When conducting focus groups, it is essential that researchers understand the culture and history. The researcher should consider when and where people talk, who is present during discussions, who is entitled to ask questions, and what protocol is used when asking questions.
Be attentive to foods. The food may take on special meaning and serve as a unifying factor or a trust-building experience. Listen to local advice when selecting foods.
Finally, remember that each person really only speaks for himself or herself in the focus group. No one person speaks on behalf of any group of people. Don't expect that one "leader" can tell you what is appropriate, offensive, tasteful, or wise. They speak from experiences and values, which may vary widely. Respectfully seek multiple viewpoints.