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This chapter examines two different ways of analysing focus group data: content analysis and ethnographic analysis. It outlines key theoretical and epistemological issues associated with each. It provides an illustrative example of the use of each approach in analysing one segment of a particular focus group, in which women diagnosed with breast cancer talk about the possible causes of their cancer. Finally, it briefly considers when it is appropriate to use focus groups, and ways in which focus group research is likely to develop.