Focus groups--some suggestions.

Abstract

In this article, the use of focus groups in health information campaigns is discussed from a mass communication theory point of view. The authors argue that information campaigning to a large degree is suffering from a "we-know-best" type of professionalism, and that the defining of the audience, its perception of health related concepts and its needs is often done with a lack of sensitivity and empathy. Focus group discussions could be used to help the health campaigner to define relevant target groups and to test how concepts and messages are received, perceived, interpreted, understood and accepted. Focus groups can be used to help formulate concepts and arguments, to reveal counterarguments that are triggered by the campaign arguments, and to test whole information campaign units.