Mass Observation: Birth of the Focus Group

Justin Choi

Reference:

Moran, J. (2008). Mass-Observation, Market Research, and the Birth of the Focus Group, 1937-1997. Journal Of British Studies, 47(4), 827-851

I came across this article for another SLIS class and thought it might be appropriate to consider collections development from the patron side. This article discusses some of the history of the focus group method of research. If we want to know what patrons are thinking, we are tempted to send out random surveys or worse, grab several patrons and ask them individually what they want the library wants. But if you want targeted, guided discussion and come up with a consensus so you can figure out which books in which format to buy or not, focus groups is a good arrow in your quiver.

Because this article is more historical than practical, it's a good place to start to think about focus groups.