A study was conducted to identify the norms, values, and perceptions of urban immigrant Mexican American (MA) parents of school children relative to physical activity, healthy eating, and child risk factors for type 2 diabetes. Investigators facilitated five focus groups in an urban elementary school setting and analyzed data using qualitative analysis techniques. Methods for participant recruitment, conduct of focus groups, and qualitative data analysis are detailed. Results of analysis are presented. The relationship between parent focus group discussion and the conceptual framework guiding the study are depicted. Implications for practice and research are discussed.