Focus Groups
A Focus Group Is . . .
What
• A carefully planned
discussion
• To obtain
perceptions of a
defined interest
area
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A Focus Group Is . . .
Where
• In a permissive,
non-threatening
environment
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A Focus Group Is . . .
Who
• Approximately seven
to ten people
• With common
characteristics
relating to discussion
topic
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A Focus Group Is . . .
How
• Conducted by a
trained interviewer
(moderator,
facilitator).
• Three focus groups
are the minimum for
a study
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Why Do Focus Groups?
• To collect qualitative data
• To determine feelings, perceptions and
manner of thinking of participants
regarding products, services, programs or
opportunities
• Attitudes and perceptions are developed
in part by interaction with other people
• To promote self-disclosure among
participants
• It's dangerous to take "customers" for
granted
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When to Conduct
Focus Groups
• Before a program begins, during a
program or after a program ends
• Focus groups are effective when
o People have something to share (motivations)
o The goal is to understand human behavior
• Focus groups are not effective when
o People are divided or angry
o The goal is to gather factual information
o Organization is trying to improve its image
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Selecting Participants
• Participants are similar
• General selection rules:
– Set exact specification
– Maintain control of the selection
process
– Use the resources of the sponsoring
organization in recruiting
– Beware of bias
– Develop a pool of eligible participants
and then randomly select
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Selection Strategies
List
Piggyback
On location
Nominations
Random phone screening
Ads in newspapers and bulletin boards
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Incentives for Participants
•
•
•
•
Money ($20-$50)
Food
Gifts
Positive, upbeat
invitation
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Systematic Notification
Procedures
1. Set meeting times for interviews
2. Contact potential participants by phone
or in person (2 weeks before meeting
time)
3. Send a personalized invitation
4. Phone (or contact) each person the day
before the focus group
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Moderator Skills
•
•
•
•
•
•
•
•
•
•
Is mentally prepared
Selects appropriate location
Records the discussion
Uses purposeful small talk
Has a smooth & snappy introduction
Uses pauses and probes
Uses subtle group control
Controls reactions to participants
Selects the right moderator
Uses an assistant moderator
• Uses appropriate conclusion
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Beginning the Focus Group
Discussion
• The first few moments in focus group
discussion are critical.
– Create a thoughtful, permissive atmosphere
– Provide the ground rules
– Set the tone
• Recommended introduction pattern:
–
–
–
–
Welcome
Overview and topic
Ground rules
First question
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Asking Questions That Yield
Powerful Information
•
•
•
•
•
•
Use open-ended questions
Avoid dichotomous questions
"Why?" is rarely asked
Use "think back" questions
Carefully prepare focus questions
Ask uncued questions first, cued questions
second
• Consider standardized questions
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Ending Questions
• Summary question
"Is this an adequate summary?"
• All things considered question
Ask participants to reflect on the entire discussion
and then offer their positions or opinions
• Final question
"Have we missed anything?
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Systematic Analysis
Process
• Start while still in the group
• Immediately after the focus group
• Soon after the focus group--within hours
analyze individual focus group
• Later--within days analyze the series of
focus groups
• Finally, prepare the report
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Focus Group Analysis Tips
When analyzing focus group data, consider…
• Words
• Context
• Internal consistency
•
•
•
•
Frequency or extensiveness of comments
Intensity of the comments
Specificity of responses
Find the big ideas
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Reporting Focus Group
Results
• Use a communications strategy
• Use an appropriate reporting style that the
client finds helpful and meets expectations
• Strive for enlightenment
• Make points memorable
• Use narrative or bulleted format
• Give thought to the oral report
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