Given the perennial interest in the construct of age identity yet its persistent resistance to explanation, the purpose of this study was to re-examine the conceptual structure of age identity by using a focus group design modified to reflect contemporary social science theory. The second purpose of the study was to examine how this modified design functioned. The results indicated that a key component was missing in the conventional conceptual structure, its context-dependency. The results also indicated the significance of the modified design showing how a more complex conceptual structure can emerge when participants have extended opportunities to consider and articulate their thoughts on a particular phenomenon. As well, the results indicated the ambiguity in any single contribution of a participant.