Q: Kamala wonders, “What are the important differences between observational and focus group research techniques? How do observational and focus groups overcome these drawbacks? What are the strengths and drawbacks of both observational and focus group research? What are the strengths and drawbacks of both observational and focus group research?”

A: Hi Kamala,

Thanks for the questions.

I’m not an expert on focus groups, but I’ll do my best to try to answer your questions.

First, I want to say that ethnography is more than observational research. Participant and non-participant observation are important techniques used by ethnographers, but ethnography as an approach to understanding is so much more!

One of the most important differences between ethnography and focus groups is the context in which each happens. Focus groups generally occur in a research facility. Ethnography on the other hand almost always happens in the participant’s natural environment. This is important because one of the most important goals of ethnography is to understand the arena of interest within the context in which it occurs. For example, a focus group aimed at understanding how people eat breakfast would probably involve bringing a group of people into the research facility and talking with them about breakfast related topics. An ethnography would involve talking with participants about breakfast related topics, but would also involve spending time with people actually preparing, eating and cleaning up after breakfast.

The ethnography would be aimed at understanding not only what people say about breakfast, but how they behave in that moment, the other things/people/events involved in the process of breakfast.

I think focus groups are a fairly inexpensive and quick way of having a relatively open conversation with a group of people. Ethnography on the other hand provides a much more in-depth and intimate look at the topic at hand. Therefore, ethnography tends to cost more and take more time than focus groups. The pay off is a much deeper understanding.

Thanks again for the questions.

Melinda