Focus groups have an established history in applied research and evaluation. The fundamental methods of the focus group technique have been well discussed, as have their potential advantages. Less guidance tends to be provided regarding the analysis of data resulting from focus groups or how to organize and defend conclusions drawn from the analysis. This article reviews the methodology of the focus group with an emphasis on thematic analysis of latent data at three levels, articulated, attributional, and emergent. The three levels are described and illustrated with respect to their value and contribution to evaluation within the framework of the group method and qualitative standards of thematic analysis.