Focus Groups 101BRIEF GUIDE TO CONDUCTING FOCUS

GROUPS IN VILLAGE SETTINGS

Feed the Future Soybean Innovation Lab Webinar | 9 May 2018The Feed the Future Soybean Innovation Lab (SIL) is supported by the United States Agency for International Development (USAID), under award number AID-OAA-L-14-00001 (P. Goldsmith, PI)

Kathleen Ragsdale, PhDMary R. Read-Wahidi, PhDSocial Science Research Center, Mississippi State University

Dr. Kathleen Ragsdale leads the Feed the FutureSoybean Innovation Lab’s Socioeconomic andGender Equity Research team

Kathleen is an Associate Research Professor atMississippi State University’s Social ScienceResearch Center

Dr. Mary Read-Wahidi co-leads the Feed theFuture Soybean Innovation Lab’s Socioeconomicand Gender Equity Research team

Mary is an Assistant Research Professor atMississippi State University’s Social ScienceResearch Center

Poll 1 (Pre-Test)

1. The recommended minimal size of focus groups is 6 people. [TRUE]

2. The recommended minimal length of focus groups is 30 minutes. [FALSE]

3. Good focus group questions are not open-ended. [FALSE]

What are Focus Groups?

Focus groups are group interviews that provide insights into how people think about a specific topic

Can be formal (planned) or informal (impromptu)

They typically: Last 1-2 hours Include 6-12 people Use convenience or purposive sampling

Why Focus Groups?

Focus groups are an efficient way to capture detailed information from several local experts at one time

They are a cost-effective alternative to conducting numerous in-depth individual interviews

Results from several focus groups on the same topic can also be compared to identify similarities and differences in knowledge, attitudes, and behaviors

What Personnel is Needed?

MODERATOR (Facilitator): Leads the focus group

NOTETAKER: Takes detailed notes, ensures recording equipment works, etc

Both need excellent interpersonal skills: Friendly, polite, and professional Establish rapport and encourage participation Manage time

Tip If you are new to conducting focus groups, keep in mind that smaller focus groups (about 6 people) are easier to manage

Basic Tools You’ll Need

Recording equipment (smart phone, audio recorder)

Writing pad, pens

Visual aids, flip chart, markers

Discussion Guide*

Photo: K. Ragsdale

*What is a Discussion Guide?

1. Research objectives: What you want to accomplish?

2. Participants’ profiles: Who are your local experts?

3. Logistics: Where, when focus group will take place?

4. Introduction script: Ground rules, ice-breaker

5. Research questions script: Your specific questions

6. Wrap-up: Closing statement

1.Research Objectives

Remember: Focus groups typically last 1-2 hours You can only address a few topics

First ask yourself what problem or need will be addressed by the information you collect Example: Is a new technical training equally effective for

men and women farmers? Example: Why is an infant feeding program working well

in some communities but not others?

1. Research Objectives

2. Participants’Profiles

2. Participants’ Profiles

Focus groups are ideally conducted with 6-12 members who have some similar characteristic Example: Gender, age range, social status

Try to match your participants – and Moderator and Notetaker if possible – especially when discussing sensitive topics

Photo: K. Ragsdale

Photo: K. Ragsdale Photo: K. Ragsdale Photo: K. Ragsdale Photo: K. Ragsdale

Poll 2 What attributes should participants share for a

village focus group on gender and land allocation?

a) Genderb) Age rangec) Social statusd) All of the above [CORRECT]

3. Logistics

3. Logistics

WHERE will the focus group take place? Make sure you have the proper permissions (e.g., from

village chiefs, elders, etc) Conduct community mobilization*

WHEN will the focus group take place? Avoid peak harvest times, market days, local holidays Choose a time of day best for your participants’ schedules

*Community Mobilization

Multi-step process to identify communities receptive to working with you

First – contact key ‘gatekeepers’

Village settings: These include village chiefs, elders, and other key community leaders

Other settings: May include local religious leaders, organization heads, other key community leaders

Photo: K. Ragsdale

Photo: K. Ragsdale Photo: K. Ragsdale Photo: CRS

Photo: K. Ragsdale

4. Introduction

4. Introduction

Introduce yourself and your Notetaker

Collect Informed Consent* (if required)

With your participants, go over: Focus group’s purpose Estimated time it will take What participants will be doing Their incentive (if any)

*Informed Consent

Depending on your organization, you may need to get informed consent from participants before you start your focus group

Formal focus groups may require organizational approval (e.g., IRB**) in order to publish your results

Informal focus group results that will only be used for your own knowledge base may not require organizational approval **IRB: Institutional Review Board

4.1. Ground Rules

1. ‘It’s important to us that everyone gets a chance to speak today’

2. ‘Because we care about your opinions, we will be using our discussion guide to make sure we cover everything’

3. ‘Because everyone’s words are important, please make sure only one person speaks at a time’

4. ‘Respect others’ privacy after the focus group ends’ –What happens in Vegas stays in Vegas

4.2. Ice-Breakers

Rapport-building with an ice-breaker

‘What kind of animal would you be…’

‘Who did you talk to the first time you used a cell phone?’

‘Do you prefer fufu, banku, TZ, or kenke?’

When you pose the first question, answer it yourself to start the responses

5. Research Questions

5. Research Questions I

Good focus group questions are OPEN-ENDED

They ask Who, What, Where, When, Why, and How

Good focus group questions are CONVERSATIONAL

They use words your participants normally use They are easy to say out load

Good focus group questions AVOID acronyms or technical terms participants may not understand

What if a participant uses acronyms or technical terms? Ask them to explain the acronym or term to the

group to ensure everyone is on the same page

5. Research Questions II

Good focus group questions are CLEAR

When you ask a question, participants should understand exactly what you’re asking them

Good focus group questions are usually SHORT

Lengthy questions can confuse participants

5. Research Questions III

Tip Divide a lengthy or complex question into two or more short questions

Q1. How many of you sell some of your soybean crop?Q2. Where do you sell your soybean crop?Q3. How do you get your crop to the market?Q4. Who do you sell your crop to at the market?

Q. How do you get your soybean crop to the market to sell, and who do you sell it to at the market?

Tip Before finalizing your questions:1. Make sure each question relates to

your objective. If not, omit it!

2. Read your questions out loud to make sure they are easy to say

Poll 3 (Post-Test)

1. The recommended minimal size of focus groups is 6 people. [TRUE]

2. The recommended minimal length of focus groups is 30 minutes. [FALSE]

3. Good focus group questions are not open-ended. [FALSE]

6. Focus Group Wrap-Up

6. Focus Group Wrap-Up

Ask these two closing questions at every wrap-upWrite them into the discussion guide:

—Is there anything we missed that you’d like to talk about?—What is the most important point we discussed today?

Recap ‘What happens in Vegas’ privacy ground rule

Thank participants for their valuable time

Distribute any incentives

Moderator’sDuties

Moderator I

You will need to be skilled at: Asking questions Encouraging all participants to respond Probing for further information Searching for differences in responses Managing personalities

Tip Pauses: When someone says something, pause ~five seconds or so to see if that person has more to say, or if another person wants to add feedback

Pauses gives participants the opportunity to finish their thoughts

Tip Probes: If something is important to explore more fully, ask probe questions like:• Can you tell me more about that? • Can you give me an example?

Probes helps ensure that emerging information is fully explored

Tip When you practice asking your questions, try putting emphasis on different words. Decide which delivery will best elicit responses

Example: What agric knowledge do you need to grow better soya that you don't have now?

Managing Personalities

Experts: To help manage them, remind them of the value of getting everyone’s input

Dominant talkers: Use non-verbal communication or draw attention away from them

Quiet types: Use eye contact and positive statements to encourage them to engage

Ramblers: Use gentle guiding statements to help them wrap it up

Photo: K. Ragsdale

Photo: K. Ragsdale Photo: K. Ragsdale

Photo: K. Ragsdale

Photo: K. Ragsdale

Photo: K. Ragsdale Photo: K. Ragsdale Photo: K. Ragsdale

Focus group aim: Gather data – NOT reach consensus

As Moderator, you need to be objective: Non-judgmental Approving enough to put participants at ease But NOT affirming of any particular perspective

Moderator II

As Moderator, your goal is to facilitate generating useful information during the focus group

As Moderator, you should:

KNOW your Discussion Guide

Practice saying each question out loud

Moderator III

As Moderator, you should:

FIRST: Allow participants a few minutes to carefully consider their answers

NEXT: Facilitate discussion around participants’ answers

FINALLY: Carefully reflect back a summary of what you heard

Moderator IV

Tip The Moderator’s goal is to ensure even participation. But what if 1-2 people dominate the discussion?

1. Thank them and call on others

2. Round-Table: Go in one direction around the group and give each person time to answer

3. Domination Persists? Thank them and call on others

Notetaker’sDuties

Notetaker Duties

Be very familiar with Discussion Guide

Keep track of time, keep Moderator on track

Take good notes: Capture themes, body language, key points held by the majority AND minority

Capture NOTEWORTHY QUOTES

Operate recording equipment, man flip-chart

Respond to unexpected interruptions or problems

https://assessment.ufsa.ufl.edu/wp-content/uploads/2017/08/Focus-Group-Training.pdf

Photo: K. Ragsdale Photo: K. Ragsdale

Photo: K. Ragsdale

Final Steps

Recruiting & Scheduling I

You’ve identified your major goal of the focus group

You’ve developed your Discussion Guide to achieve this goal

Now it’s time to plan your focus group

Recruit potential participants – over invite!

Send a follow-up invitation with the focus group’s time and place

~Three days prior to the focus group, contact all participants to remind them to attend Contact them again one day prior to focus group

SCHEDULING: Plan the focus group for 90 minutes

SETTING: When possible, hold your focus group in a venue with adequate air flow, lighting AND privacy However, expect that such factors can be hard to

control in village settings

Recruiting & Scheduling II

Make sure you have a voice recorder, writing pads, pens, visual aids, flip chart, markers, etc

All recording equipment should be tested and retested prior to the focus group

If you’re using a smart phone to record, have a portable phone charger on-hand

For digital voice recorders, have fresh batteries on-hand (and use your smart phone as back-up)

Final Prep I

KNOW your Discussion Guide and practice the questions out loud

Participants may ask questions concerning the focus group’s context or content ̶ be prepared for them

If possible, remind participants one day prior to the focus group

Moderator and Notetaker should arrive early to set-up

Final Prep II

Immediately after focus group, Moderator and Notetaker should write-up their notes

Spot Transcription:

Quick and cost-effective way to analyze a large amount of data

Note where you found your supporting quotes; include pertinent participant details (e.g., gender)

Post-Session Write-Up

ADAPTED FROMFocusGroupsTips.com. How to Write a Focus Group Moderator Guide. 2018. http://www.focusgrouptips.com/moderator-guide.htmlMcNamara C. Basis of Conducting Focus Groups. Free Management Library. 2018. http://www.managementhelp.org/evaluatn/focusgrp.htm#anchor913016Nagle B, Williams N. Methodology Brief: Introduction to Focus Groups. ND. Center for Assessment, Planning Accountability (CAPA).

http://www.mmgconnect.com/projects/userfiles/file/focusgroupbrief.pdfWebb MC. Conducting Focus Groups: A Training Guide. 2017. GatorWell Health Promotion Services. University of Florida.

https://assessment.ufsa.ufl.edu/wp-content/uploads/2017/08/Focus-Group-Training.pdf

ADDITIONAL RESOURCESBartram M. Best Focus Groups Guides and Resources. GovLoop. 2013. https://www.govloop.com/community/blog/best-focus-group-guides-and-resources/ Bartram M. On the Rocks: Best Icebreaker Questions for Meeting and Focus Groups. GovLoop. 2013. https://www.govloop.com/community/blog/on-the-

rocks-best-icebreaker-questions-for-meetings-and-focus-groups/ eVoc Insights. Focus Group Icebreakers. 2013. http://evocinsights.com/focus-group-icebreakers/ Feed the Future Soybean Innovation Lab (SIL). Programs. 2018. http://soybeaninnovationlab.illinois.edu/programsFeed the Future Soybean Innovation Lab (SIL). Gender Impacts. 2018. http://soybeaninnovationlab.illinois.edu/gender-impactsFeed the Future Soybean Innovation Lab (SIL). Gender Impacts: Resources & Reports. 2018. http://soybeaninnovationlab.illinois.edu/resources-6Krueger R. Focus Groups: A Practical Guide for Applied Research, 5th Edition. 2014. SAGE Publications, Inc. Sutton J, Austin Z. Qualitative Research: Data Collection, Analysis, and Management. The Canadian Journal of Hospital Pharmacy. 2015;68(3):226-231.

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4485510/

Thank you!

KATHLEEN RAGSDALE, PHDASSOCIATE RESEARCH PROFESSORSOCIAL SCIENCE RESEARCH CENTERMISSISSIPPI STATE UNIVERSITYkathleen.ragsdale@ssrc.msstate.edu

MARY READ-WAHIDI, PHDASSISTANT RESEARCH PROFESSORSOCIAL SCIENCE RESEARCH CENTERMISSISSIPPI STATE UNIVERSITYmary.read-wahidi@ssrc.msstate.edu