Keeping the focus in teen focus groups

Abstract

Points out the challenges involved facing adults who work with teenagers aged from 12 to 18 in focus groups, given the apparently contradictory attitudes of contemporary teenagers; the solution is basically to immerse oneself in the teen world without aping it. Outlines design considerations for dynamic groups: screening, parental involvement, age and gender, race and ethnicity, size of group and length of sessions. Continues with facility considerations, how to stimulate teenagers’ creativity, and tips for establishing rapport. Identifies some alternatives to traditional qualitative research: observational research, telephone focus groups, online bulletin board focus groups, and homework assignments.

Citation

Efken, C. (2002), "Keeping the focus in teen focus groups", Young Consumers, Vol. 3 No. 4, pp. 21-28. https://doi.org/10.1108/17473610210813583