how to run a focus group at your newspaper

Redesign Workshop

Texas Center for Community Journalism

Texas Christian University

March 9-11, 2011

REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011

Focus Groups


Focus Groups


http://www.youtube.com/watch?v=OORnMYoWX9c

Focus Groups


10 Steps to a successful focus group

Focus Groups


1. Define your purpose

Focus Groups


1. Define your purpose

“What do we want to achieve?”

“What do we want to know?”

“Why do we want to know that?”

“How specific do we need to be?”

* Write a one sentence purpose statement

Focus Groups


2. Back out your prep schedule

Focus Groups


2. Back out your prep schedule6-8 weeks - Write your purpose statement - Identify the participants , get info5-6 weeks - Select a facilitator 4-5 weeks - Develop the questions - Develop a script - Arrange, reserve the site

- Arrange for taping, recording or scribing3-4 weeks - Write and send the invitation 2 weeks - Follow up the invitation with a phone call - Check out room, seating, equipment1 week - rehearse and review2 days - reminder email, call to participants1 day - visit site again4 hours - prepare site

Focus Groups


3. Identify and invite the participants

Focus Groups


3. Identify and invite the participantsHow many?

Number of focus groups: Three or more Group size: Six to 12. Response rate: General public: 50% to 66% Staff: 99.9% (number of focus groups) X (number of participants per group) ÷ (response rate) = number of invitations to send

Focus Groups


3. Identify and invite the participantsProfile your participants:Readers, non-readers, ethnicity, gender, education level, income level, zip code, etc.

Recruit:You can rent, buy or borrow listsRecruit from readers in person, at events, at the counterRecruit on the website, social media, blogsGet suggestions from staff

Who is best?You want a variety good communicators, people that can express themselves. Diverse and articluate.

Should you pay?

Focus Groups


4. Write the questions

Focus Groups


4. Write the questionsCreate a question list but only five to seven will be used in one or two hour session.

Test your questions with staff and evaluate if you are getting the information you need and revise if needed.

Keep questions open-ended, focused, and move from general to more specific.

What do you like about the paper?

Where might we improve the paper?

What do you not like about the paper?

Focus Groups


5. Write the script

Focus Groups


5. Write the scriptScripts ensure continuity across all sessions

Scripts keeps the facilitator on track and on target

Three main parts:

Opening: welcome, overview, introductions

Questions

Closing: thank you, further input, data use

Keep it two hours maximum

Focus Groups


6. Select your facilitator

Focus Groups


6. Select your facilitatorStaff memberVolunteerCommittee memberProfessionalMarketing student A two-person team

PatientNeutralGood communicatorFocused

Focus Groups


7. Select your location

Focus Groups


7. Select your location

Accommodating

Comfortable

One-way mirrors?

Easy to find

Affordable

Focus Groups


8. Conduct the session

Focus Groups


8. Conduct the session

Get there earlyNotepads and pencils Markers, erasable board, flip chart or easel paper Focus group script List of participants with phone numbers Masking tape Name tags, cards Refreshments Tape recorder or video camera Watch or clock

Focus Groups


8. Conduct the sessionHave a release form to sign

Agree to be taped, videoed, photographed, streamed.

Segments might be used by the company in any internal or external manner.

They are to follow the direction and guidance of the moderator.

They might be quoted in a written report.

Ideas or concepts generated in the group are property of the company paying for the focus group.

Focus Groups


8. Conduct the sessionAtmosphere: comfortable, enjoyable, and open

Head off arguments, flares or soapbox speeches

Keep on track

Avoid dominance through taking turns

Avoid cliques, even to the point of breaking and reseating.

Avoid non-participants by direct ? or talking with at break

Avoid personal confrontation - allow the group to police itself (e.g. "do others in the group agree?")

Avoid Group Think

Focus Groups


9. Review session and write the report

Focus Groups


9. Review session and write the reportRead notes as soon as possibleAnalyze and read all in one sittingNote trends and surprises as well as context and tone.Include:Background and purpose of the report Details of the sessions (facilitator, date of session, participants) Results Conclusions

Focus Groups


10. Take actionThe greatest failure you can have is to take no action

A few things you can do:

Hold a meeting to review the summaries

Highlight the main themes, issues, problems, or questions

Discuss and record how you will address these

Too much info? Group info and assign teams to work

Compare and contrast the focus groups with other info

Follow up with participants

Establish and prioritize objectives and actions

Focus Groups


Questions?

Focus Groups


RESOURCES:

http://www.webcredible.co.uk/user-friendly-resources/web-usability/focus-groups.shtml

http://www.groupsplus.com/pages/mn091498.htm

http://www.fieldstonealliance.org/client/tools_you_can_use/12-05-07_focus_groups.cfm

Redesign Workshop

Texas Center for Community Journalism

Texas Christian University

March 9-11, 2011


how to run a focus group at your newspaper

Education

community journalism

redesign workshop texas

successful focus group

introductions questions

questions openended

invitation2 weeks

group response rate

group size