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FOCUS GROUPS
1. WHAT IS A FOCUS GROUP?
2. WHY ARE FOCUS GROUPS USED?
3. WHEN SHOULD YOU USE A FOCUS GROUP?
4. HOW DO YOU RUN A FOCUS GROUP?
1. WHAT IS A FOCUS GROUP?
A focus group is a small-group discussion guided by a trained leader. It is used to learn more about opinions on a designated topic and then to guide future action.
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2. WHY ARE FOCUS GROUPS USED?
Focus groups help people learn more about group community opinions and needs. In this respect, they are similar to needs assessments surveys.
However, needs assessments surveys typically have written, close-ended, relatively narrow questions that are qualitatively scored. The person being survey often responds with a numerical rating, rather than with a verbal statement. Such surveys can be very useful; but they usually can't capture all that a person is thinking or feeling.
Responses in a focus group, on the other hand, are typically spoken, open-ended, relatively broad and qualitative. They have more depth and nuance. Non-verbal communications and group interactions can also be observed. Focus groups can therefore get closer to what people are really thinking and feeling, even though their responses may be harder to score on a scale.
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3. WHEN SHOULD YOU USE A FOCUS GROUP?
Focus group interviews should be considered when the following circumstances are present:
- Insights are needed in exploratory or preliminary studies. This could occur at the beginning of a larger scale research effort or when the study has a limited scope or limited resources. The goal might be to gain reactions to
areas needing improvement etc.
- There is a communication or understanding gap between groups or categories of people. This gap has a tendency to occur between groups who have power and others who do not.
- Your purpose is to uncover factors relating to complex behavious or motivation. Focus groups can provide insight into complicated topics where opinions or attitudes are conditional or where the area or concern relates to multifaceted behaviour or motivation.
- The researcher needs additional information to prepare for a large-scale study. Focus groups have provided researchers with valuable insights into conducting complicated and often quantifiable investigations.
Back to topHOW DO YOU RUN A FOCUS GROUP?
a. Before you begin- Recheck your goals. Ask:
* "Why do I want to conduct a focus group?"
* "What do I hope to learn?"
- Consider other methods.
Are you planning to use other methods for learning about opinions as well?
* If yes, which ones, and why?
* If no, is this the single best method to use to find out what you want?
- Find a good leader.
This is not a casual matter: Your leader will determine the success of your group. What kind of leader do you want? Probably someone who:
* Has experience facilitating groups
* Knows something about the topic at
* Will relate well to the focus group participants
- Recording the Group Discussion
A small but important point, often neglected. Focus group discussions are typically recorded in two ways: by a tape recorder and by written notes.
- Decide who should be invited
Ideally, those invited should be a representative sample of those who you are concerned about.
Participants should be contacted by phone 1-2 weeks before the session. Subsequently, letters of invitation to be send to each participant.
- Decide about incentives
That is, should you offer an incentive for people to participate? Maybe not. In that case, why should people come? What's in it for them?
Possibly people wil come just because they want to help. Or because they think they will meet other interesting people, or learn something, or just have fun. But maybe these reasons are not enough, and some other incentive is called for.
Money is one; sometimes focus group members get paid, even a small amount. If you can afford this, consider it. If you can't, then think about other possible incentives: goodies bag, public recognition; something to take home, etc.
- Decide on the meeting particulars
Specifically:
- What day?
- What place?
- What time?
- How long?
- How many groups?
Pin the above questions down before you start signing people up.
- Prepare the questions
When you go into the group, go in prepared. You should make up a list of questions you want to ask. This does not mean you will recite your questions from your prepared list, one at a time. Your question list is a guide, rather than an exact script; but have that guide with you.
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b. When the group meets
- Conduct the group
The recommended pattern for introducing the group discussion includes these stages:
- The welcome
- The overview of the topic
- The ground rules
- The first question
- Set the tone by asking an opening question and making sure all opinions on that question are heard.
- Ask further questions in the same general manner.
- When all the questions have been asked, ask if anyone has any other comments to make.
- Tell the group about any next steps that will occur and what they can expect to happen.
- Thank the group for coming.
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c. After the meeting
- Share results with the group
After the focus group discussion, you should
- Prepare a brief written summary of key points as soon as possible.
- Examine the data for patterns, themes, new questions and conclusions.
- Share the results with the group.
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(Source: Richard A. Kruger (1994). Focus Groups: A Practical Guide for Applied Research. The Community Tool Box)
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