Sparking Connection – Navigating Sensitive Discussions on Tobacco Use in Focus Group Projects

Allison Tippery, Frances Tarbell

AAPOR 2023

Conducting focus groups presents unique challenges when tackling sensitive subjects such as tobacco use. If handled poorly, moderators can trigger uncomfortable emotions or memories, create unwillingness to share, or discourage participation. This can result in bad data outcomes and a lack of trust in the researcher or organization.