planning and facilitating focus groups - university of cambridge

Planning and facilitating focus groups

Jo Alcock Evidence Base, Birmingham City University

[email protected] @joeyanne

mailto:[email protected]

Workshop introduction

This workshop will cover all elements involved in planning and facilitating focus groups. We will cover the logistics; techniques to attract attendees; activities to engage participants; techniques to improve facilitation; and how to record and share the results of the focus group. The workshop will be interactive in nature, with discussion points throughout, and an opportunity to try things out.

Voting activityUnderstanding previous experience with focus groups

https://www.flickr.com/photos/94371817@N00/3932774410


Learning outcomes

By the end of the workshop, attendees will be able to:

1. Understand the value of focus groups

2. Plan, organise and facilitate a focus group

3. Prepare focus group activities

4. Report findings from focus groups

Workshop overview

What are focus groups?

Why? Value of focus groups

What? Planning and logistics

How? Structuring and encouraging discussion

What else? Using the information from focus groups

Icebreaker activityWhich represents something about you?

https://www.flickr.com/photos/nataliejohnson/2122722198


– Wikipedia

“A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or

packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.”

Why use focus groups?

Maximise feedback

Gain a group opinion

Inform further research

Initiate or stimulate discussion on ‘hot’ topics

When are focus groups useful?

Complex research question with variety of viewpoints

User-focused developments

Understanding reasons for behaviour

Limited resources (time and staff)

Examples of focus group topics in libraries

Feedback on current services

Use of library space

Focus of library budget - print or electronic resources?

Options for supporting enquiries

Planning for future

Setting the aims of the focus group

1. What do you want to find out from the focus group?

2. What actions could the findings result in?

3. What would you need to know to inform those decisions?

4. Who would you need information from to inform the decisions?

5. Who else might have an interest in the results of the focus group, and could they provide any support?

Agree/disagree activityHow much do you agree or disagree with the following?



Focus group logistics - when?

1.5-2 hours uninterrupted time

Advertised well in advance

Day and time suitable for participants and facilitators (this may require evening/weekend options depending on user groups)

Lunchtime can be a good time if interested in views from those who are on campus most days - you may wish to offer food/drink as an incentive

Focus group logistics - where?

Convenient location for attendees and facilitators

Private space (neutral space if appropriate)

Room with plenty of space, light, and usable wall space

Group discussion layout (or adjustable furniture)

Focus group logistics - who?

Organisers

One key contact email/phone number for participants to contact

Confirm all details with participants the day before the focus group (this sometimes results in cancellation notifications)

Eventbrite can be used to help manage bookings


Facilitators

At least two people

One to facilitate - needs to know subject, research question, and intended use of focus group findings

One to record - needs to be able to take comprehensive notes, and be aware of the subject

May wish to use people who are unknown to participants


Participants

People with an interest in the topic

People who are willing to talk openly

Representative of users identified when setting the aims - experience/knowledge, demographic factors, attitudes

Range and group size - may choose to have mixed groups, or groups with similar types of users together

Incentives

What's in it for them?

What could you offer at little or no cost to you that would nonetheless be of some value to them?

Cash

Amazon vouchers

Printing credits

Prioritisation activityWhich are your favourites?



4MAT

Adapted from McCarthy's 4MAT

Planning the discussion

Plan topics to discuss and some prompt questions to assist

Start with the broader topics, then follow with more specific topics

Don’t be too prescriptive unless you need to be - focus groups are a useful way to unearth new topics

Allow plenty of time for each topic (you probably won’t be able to cover as much as you think so keep it simple!)

Focus group structure - electronic or print?

Time Topic

15 minutes Briefing

10 minutes Ice breaker

20 minutes Preferences and why

20 minutes Features and functionality

20 minutes Accessing and using resources

20 minutes The future

15 minutes Debriefing

Focus group toolkit

Do not disturb sign

Attendee list and register

Discussion plan

Timer

Pens and paper

Activity materials - stickers, post-its

Recording equipment

Music

Briefing

Welcome and thanks

Timings (incl. breaks if applicable) and structure

Recording methods (and request permission to record)

Roles - expectations and responsibilities for participants and facilitators

How information from focus group will be analysed and used

Opportunity for participants to ask any questions

Facilitating the discussion

Gain rapport - ensure to create a positive impression before the focus group, as they arrive, and in the introduction and icebreaker

Encourage discussion by asking open questions

Focus on the process, not the content - use your structure and planning to help

Have confidence in yourself and your ability to facilitate

Debriefing

What happens next

Any further follow up (seek permission and ways to contact them)

Offer incentives to stay in touch

Offer opportunity for them to ask any final questions

Thank them for their time and arrange incentives

Recording the discussion

Make notes in addition to any audio/video recording as a backup

Review notes shortly afterwards to make sure legible and understandable

Ensure to record responses to activities and if possible record who gave each response

Aim to write up the focus group shortly afterwards so the discussion is fresh in your mind

Creative thinking activityWhat would your perfect snack be?



Planning focus group activities













What else?

Qualitative analysis

1. Transcribe information

2. Extract key themes - be open minded to all options

3. Pull together information on each theme

4. Present findings based on themes, opinions, and strength of opinions

Reporting

1. Introduction

2. Methodology

3. Findings

4. Conclusions

5. Recommendations

– Extract from Evidence Base report on ebook focus groups

Overall all respondents were positive about having ebook versions of key texts, but this was only as a supplement to printed materials and not as a complete replacement to them:

‘Core books as ebooks is OK but easier to look through printed books’

Why?

Value of focus groups

Examples of focus group topics

Setting aims of focus group

What?

Logistics of focus groups

When?

Where?

Who? Organising, facilitating and participating

Incentives

How?

Using 4MAT

Structuring focus groups

Focus group toolkit

Facilitating focus groups - briefing, facilitating the discussion, debriefing

Recording the discussion

What else?

Analysing focus group data

Reporting on focus group findings

Planning and facilitating focus

groups

Jo AlcockEvidence Base

[email protected]@joeyanne

https://www.flickr.com/photos/travelinlibrarian/223839049

mailto:[email protected]

https://www.flickr.com/photos/travelinlibrarian/223839049

planning and facilitating focus groups - university of cambridge

Education

focus group activities

group logistics

group of people

use focus groups

focus groups https

examples of focus group

value of focus groups

interactive group