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