4.
Focus Groups
In this Section:
¾ The benefit of group discussion
¾ How to set up a focus group
¾ How to run a focus group
Focus groups (or group discussions) are perhaps the other most well-known type of
consultation method - alongside questionnaires. 8-12 people come together (maybe
selected according to specific criteria - e.g. age, gender, service-user) – and are
interviewed on a particular subject.
They allow you to explore people’s views and opinions in detail, giving you the
opportunity to find out why people might think ‘x’, or to work through a problem with
people, to see what kind of conclusion they might come to.
However, group discussions are not the same as surveys – they allow you to gather a
large amount of information, albeit from a small number of people. The point of running a
group discussion is to find out the details of people’s opinions – why they might think
something, how might someone perceive a problem, what kind of solutions might they
come up with. As such, they allow you to explore issues in greater detail, rather than
simply measuring what proportion of people agree with ‘x’.
Group discussions versus individual interviews.
Be aware of the distinction between group discussions and individual interviews. Oneon-one interviews focus on individuals: group discussions on the other hand, centre on
groups and are more interactive and discursive. They are useful if we are interested in
finding out what groups of people think, how consensus is formed and how people
interact with one another - rather than trying to understand an individual's perspective.
For this reason, focus groups tend to be used for exploring different people’s attitudes.
Explaining and accounting for their own attitudes or views is sometimes easier for
people when they hear other people’s opinions. As a result they are also useful to see
how people's views or attitudes change as a result of a discussion, or when we are
interested in more creative thinking – for example, in developing or testing solutions or
strategies.
But, the public nature of focus groups makes them unsuitable for discussing personal or
sensitive topics or issues. These are better left to individual interviews where
confidentiality can be assured.
1) Setting up a Focus Group
If this is the first time you’ve organised group discussions, speak to someone who
has carried them out before. How did they recruit people? Where did they hold
them? How did they write up the findings? Look on Consultation Finder to find out
who has already run focus groups or speak to Jessica Broom in Policy &
Communication to discuss recruiting from the West Berkshire Community Panel.
1. Topic Guide
You will need to prepare a topic guide to help you in conducting the discussion. This
is simply an ordered list of topics / questions to be covered in the session. They are
used to ensure that subject areas are covered systematically and with some
uniformity.
2. Location
Consider whether the venue you intend to hold it in is appropriate – will people feel
comfortable, not over- or under-whelmed. Ideally you should hold the focus group in
the participants locality or community, in a building they are familiar with, one that is
welcoming and not intimidating. ‘Free’ local authority venues may be cost effective,
but may not be the best option for your respondents.
3. Recording the discussion
Consider whether you need to record and transcribe the discussion – or simply take
notes. Notes are quicker and easier but are not an especially good means of
recording a discussion - not least because: information will always be missed or
misinterpreted; it distracts the moderator; and it gives unintended cues for
participants to slow down - or not to continue with a point if something is not being
taken down.
People rarely refuse to be taped so long as it is explained why the discussion is
being recorded and the confidentiality of the tapes and transcripts is assured.
Indeed, anonymity should always be assured from the outset. Naturally, if people feel
something could be attributable to them, this could change what they say, or they
could refuse to take part.
If you are taking notes however, have a second person present to take the notes for
you. Do not attempt to run the session and take notes simultaneously.
4. Composition of the group
Think about what steps you need to take to ensure that different sections of the
community have an opportunity to take part –and be heard. Think about whose views
you need to make sure you have taken account of. You might be able to achieve an
appropriate cross-section in a single set of discussions – however this might best be
done through a series of sessions structured in terms of (e.g.) age, gender, working
status, ethnicity or geographical location as appropriate.
If you use mixed groups, think about their appropriateness - e.g. are there likely to be
any gender, ethnicity and religious issues? Is the facilitator suitable and sufficiently
independent from the group so that their presence does not influence peoples’
responses and the direction of the discussion? Make sure that composition of the
groups encourages rather than hinders the exchange of ideas.
5. Recruitment
Although you cannot be absolutely ‘representative’ in a group discussion, make sure
that the people you talk to reflect all the issues and characteristics relevant to your
consultation. This could be simply by people's role - such as bus driver, school child
– or by less obvious criteria such as people's experiences, behaviours.
People can be drawn from existing sources – i.e. administrative data, mailing or
membership lists, published data or surveys etc. Also, Policy & Communication hold
a community panel of ordinary residents from which you can draw people for your
discussions. Contact Jessica Broom to discuss using this as a means of recruiting
participants.
However, if these are not available / appropriate you may need to actively find and
recruit people to take part. However, you might have difficulty either identifying who
you need to speak to, actually making contact with them, or you think you may not
get much response. Therefore use someone with already connected – with 'inside
knowledge' – to approach and recruit people on your behalf.
Remember that although people agree to take part, this does not guarantee that they
will come. If some people turn up, the session will probably have to be run
regardless. Therefore, confirm people’s invite / attendance in writing and send a
reminder with background information prior to the meeting. Include notes on what to
expect, detail facilities car parking and building access.
If it is thought that recruitment might be a problem, it is not uncommon to offer
incentive payments. These can range from a small tokenistic £5 gift voucher to a
more substantial £20-30. Additionally, you should offer to pay for people’s travel
expenses to and from the venue – especially if people are coming from far and wide.
6. Cost
Group discussions are not onerously expensive.
The main cost is usually the incentive for people to attend – and any associated
travel costs. Additionally, consider the cost of hiring the venue and refreshments.
2) Conducting the Focus Group
If you decide to conduct your focus groups yourself there are a number of points to think
about in successfully conducting the discussions.
The first point to consider is continuity. If you are running a series of sessions it is
advisable to have one person who attends all the discussions (probably in the role of
note taker). This is likely to be the person most closely connected to (and doing most of
the work on) the issue or topic you are consulting on – as this is the person who will
have the complete view of what is coming out of the discussions.
Secondly, effective moderation is the key to a successful discussion. It is the
moderator’s job to ensure that the discussion keeps on track and does not go off at a
tangent too far from the topic guide. It is also the moderator’s job to move the discussion
along and ensure that all the group members have the space to put forward their views
and that particular participants do not dominate the discussion or ‘shout down’ others.
For some people attending a focus group can be very intimidating and nerve-wrecking. It
is important therefore to make people feel at ease throughout the session.
Some general tips on running a group discussion are provided below:
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Welcome people as they arrive.
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Deal confidently and effectively with practical matters such as refreshments,
incentives, tape recording and seating.
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Before you begin introduce yourself and the purpose of the session.
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As an ice breaker ask people to introduce themselves. Name labels are also useful.
Set the ground rules and manage housekeeping. Eye contact is very important, look
up at respondents rather than down at the topic guide and make sure the discussion
runs at an appropriate pace so that you cover everything you need to.
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It might be useful to provide paper, pens and flip charts to help prompt discussion.
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Start with easy questions as a warm up and leave sensitive more complex questions
to the end after group dynamics and rapport has been established within the group.
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You should never give your opinion or say where you stand. You are interested in
their opinions – not what they think of yours.
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Ask questions that are simple, open-ended and which do not lead. Give people time
to answer, do not rush to fill the silence or finish people’s sentences. Make sure you
probe fully. Don’t assume you know the context / motivation for why someone has
said something. Do not allow side discussions to take place, invite contributions and
avoid getting locked in with one person. It is essential that you try and get everyone
to take part.
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Concentrate and listen carefully. Do not let your attention wander.
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Pay attention to non–verbal signals.
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Always end on a positive / constructive note, invite questions and re-affirm uses of
findings and confidentiality.
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Remember you are in control: if you are tentative, the group will feel uncomfortable.