The Mega Group: An Innovative Qualitative Forum for Assessing Issues in the Public Sphere.

A valuable but lesser-known tool in the field of qualitative research is the mega group. Larger than a standard focus group, this technique brings around 20 to 35 participants together at a central location. A mega group is typically used to gauge mass appeal of a message, concept, topic, or anything that would be experienced in the public sphere, such as a medical educational meeting or convention.

Mega groups are different than focus groups in more ways than simply the number of participants. They can go longer than a focus group (i.e. three hours or more) because there are other activities involved, such as break-out sessions. A mega group can also have several self-appointed respondent leaders to stimulate collective dialogue. The end result is a "town meeting" effect where everyone is contributing to issues on the agenda.

While examining group dynamics is more complex, mega groups are well-suited for creative ideation and brainstorming sessions where participants feed off each other's ideas. To achieve this effectively, control of the environment is important. The researcher must carefully plan the time during participant interaction so that a balance is reached between discussion and activities. To achieve this quality interface, research tools such as self-administered questionnaires, touch pads, and dial-response meters are commonly used.

Mega groups have many advantages for the busy researcher. Because of the volume of activity, a lot more can be accomplished in a mega group versus their focus and mini group counterparts. The richness of interactions is also a strength. But mega groups do have their limitations as well. Mega groups can be relatively expensive, and many facilities cannot hold the larger number of participants and provide an unobtrusive viewing room for clients. Instead, clients are usually in the room as mega groups are often held in auditoriums, hotel meeting rooms, or larger conference rooms.