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FOCUS GROUP

Let’s Introduce ourselves!

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INDEX

What did you learn or have reinforced?

What makes a focus group a focus group?

Why would I want to use a focus group? How is a focus group conducted? Who participates in a focus group? How many groups are needed? What do you do with all the information

that you get?

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Let’s Begin.First, what are the differences between a survey, an interview, and a focus group?

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Focus Groups: What? Why? Who? Where? When?

A Focus Group Is . . .

What A carefully

planned discussion

To obtain perceptions of a defined interest area

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Why Do Focus Groups?

To collect qualitative data

To determine feelings, perceptions and manner of thinking.

Attitudes and perceptions are developed in part by interaction with other people

To promote self-disclosure among participants

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Who participates in a focus group?

5-8 people per group

Individuals with common characteristics .

WHO conducts the focus group?

Conducted by a trained interviewer (moderator, facilitator).

More than1 focus groups are the minimum for a study

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When to Conduct Focus group?

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People reveal more when they are relaxed and having a good time.

Where should you conduct a focus group?

People take risks if they feel safe…

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Participation is a RISK.

advantages

produce moreinformation quicker and at less cost thanindividual interviews

limitations results can’t be used to make statements about the wider community…

they can indicate a range of views and opinions, but not the distribution among the community

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Focus groups are effective when

• People have something to share (motivations)

• The goal is to understand human behavior

Focus groups are not effective when

• People are divided or angry

• The goal is to gather factual information

o Organization is trying to improve its image

How is a focus group conducted?

Steps in a successful focus group

Planning the study Selecting participants

carefully Moderating the group

skillfully Capturing the data Asking quality questions Using appropriate

analysis

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Beginning the Focus Group

The first few moments are critical› Create a thoughtful,

permissive atmosphere

› Build rapport› Set the tone

Standard introduction: › Welcome › Overview and purpose › Procedures› Ground rules

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Moderating the Focus Group (moderator skills)

Define Research Objectives Manage Respondent Recruitment Moderate Analyze and Report

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Asking Questions That Yield Powerful Information

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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?

Incentives for participants

Food Positive, personal invitation that communicates the

importance of the focus group and their participation “Your ideas will help…” “We want to hear from you.”

Convenient location Money Gifts; gift certificates Provide child care Think about the cultural appropriateness of

incentives.

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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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Summary A focus group is a special type of

group discussion. It requires skill to conduct them well Careful planning will yield better

results. Give special attention to:› Participant selection; recruiting the

participants › Developing meaningful questions

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THANK YOU