Identity in focus: The use of focus groups to study the construction of collective identity

This article explores the use of focus groups as a method for investigating the construction of collective identity. Questions of collective identity are particularly pertinent to social movement theory and the methodologies developed by Touraine and Melucci for studying social movements are used as a starting point to inform the use of the focus group method. The research, conducted with members of the Women's Institute (WI), demonstrates how focus groups can be developed in a manner which overcomes the problems associated with Touraine and Melucci's methods. It involved rejecting generally held assumptions as to how this method should be used, and highlighting the crucial importance of analysing data generated by focus groups for both process and content. The article argues that the use of focus groups provides a robust and flexible method which possesses distinct characteristics that make it particularly suited to researching the construction of collective identity, and, consequently, for advancing the understanding of social movements.