Listening Through
Focus GroupsJ. Lenora Bresler, J.D., SHRM-SCP, SPHR, ASC
Polk Tax Collector Sterling Award presentation
Ears to the Ground, Eyes on the Horizon
November 20, 2015
What is a Focus Group?
Qualitative research in which a group are asked about their
perceptions, opinions, beliefs, and attitudes
Aspects of a successful focus group
• Representative, randomly chosen individuals
• Addresses a few, specific questions
• Combination of structure and informality
• Guided by a trained, skilled moderator who is perceived as non-judgmental, genuine, honest, fair, kindly-disposed, and competent
Benefits
• In-depth information fast
• Inexpensive
• See range of perspectives
• Identify factors that influence opinions and behavior
• Highlights dichotomies and inconsistencies
• Allows brainstorming and “third voice”
• Can be perceived as caring and as the harbinger of change
Challenges
• Logistics of size and location
• Limited number of questions
• Requirement of follow-up communication and action
• Establishment of trust
• Group think
• Social desirability answers
• Observer dependency
Proper preparation
• 6-12 people are recommended but can go as high as 15
• Random selection but ensure comfort level and objective success
• 1-2 hours
• Convenient time and location
• Setup of room: foster interaction and equality
• Refreshments?
Protocol = plan
• Management and facilitator work together
• What is the back story of the focus group? (survey, critical incidents, etc.)
• What are the SPECIFIC objectives?
• What will be the communications prior and following
• To management
• To participants
Meeting phases
• Introduction
• Discussion
• Conclusion
Introduction
• Attendance
• Statement of objectives (scope) and how info will be used
• Note-taking vs. recording (with permission)
• Ground rules:
No right or wrong. Let others finish.
Silence phones. Don’t be offended if moderator stops you.
No side conversations. Keep confidential.
• Introductions
• Icebreakers?
Discussion
• Open-ended questions.
• Avoid compound questions.
• Start general then boil down to specific questions.
• Acknowledge group are the “experts.”
• Pick up on cues such as nodding, shaking head.
• Be okay with some silence.
Ensuring all voices are heard
Direct questions to quiet ones.
Round robins that go in a particular order, starting with quiet one.
Interactive activities such as
Cards (index or post-its)
Talking stick or magic wand
Draw a picture
Report card
Conclusion
Ask wrap up question:
What is the most important thing you hope is conveyed?
What is your best advice regarding this issue?
Ask for feedback about the focus group process and facilitation itself:
What did you think was successful?
What could have been done differentially?
Next Steps and Expected Communication and Timeline
Debrief communication immediately
• Facilitator prepares reports immediately
• Report to management provides facilitator impressions, too, and if desired,
recommendations. General trends or patterns are identified with specific examples.
• Facilitator is available to answer any additional questions about the report
• Management meets quickly to discuss information
• Updates provided regularly to participants
• Changes are acknowledged as having come from the focus groups
More information
J. Lenora Bresler
Bresler Training, LLC.
863/255-3942
Jlenorabresler.com