running a focus group
DESCRIPTION
TRANSCRIPT
What is a focus group?Small number of people (usually between 4 and 15, but typically 8) brought together with a moderator to focus on a specific product or topic. Focus groups aim at a discussion instead of on individual responses to formal questions, and produce qualitative data (preferences and beliefs) that may or may not be representative of the general population.
http://www.businessdictionary.com/definition/focus-group.html#ixzz1oRJIeHyO
Why use focus groups?
To investigate group
attitudes and beliefs
To find solutions to
problems
To investigate complex ideas
and behaviours To explore differences and commonalities
To generate ideas at the exploratory
stage
To deepen understanding of quantitative data
When there is believed to be a difference in
power between the researcher
and participants
Advantages of focus groups
May lead to a deeper understanding of the issues for both participants and the moderator
Some participants may feel more at ease in a group setting
Can be empowering for participants May lead to practical solutions/changes May save time and money compared to
interviews Can be fun!
Disadvantages of focus groups
Can be tricky to maintain control of the discussion
Can be difficult to record/transcribe Some people may be reluctant to express
views in a group (especially if they disagree with the majority)
Can be difficult to get a range of participants
Can be difficult to organise dates, venues etc
Planning a focus group: participants
oUsually 6-10 (can be 4-15)
oNeed to feel comfortable as a group and
have something in common (eg common
experience)
oBut also need divergent opinions within
the group
oIdeally 2 groups per audience (eg 2
working female, 2 non-working females,
2 working males, 2 non-working males)
Planning a focus group: recruitment
oMake use of existing groups/networks
(eg support groups, networking
meetings)
oContact charities, community
organisations etc (especially for harder
to reach groups).
oContacts from previous
survey/interviews
oSnowballing
oSend reminders a few days before
Planning a focus group: location
oNeeds to be accessible eg good public
transport links, easy access
oNeutral environment (and if possible
familiar to participants)
oAppropriate size and facilities (eg
facilities making drinks, moveable
chairs)
oSend participants directions/map
Planning a focus group: layout
oHorseshoe or u-shaped usually best
oAvoid classroom or lecture theatre
layout
oFor a larger group, may want to divide
into smaller mini-groups
Planning a focus group: timing
oUsually 1 to 2 hours long
oTry to link to an existing activity if
appropriate so people don’t need to
make a separate journey (but this may
limit the length etc)
oConsider when is most convenient for
participants eg day/evening/weekend
oOffer options of different days/times
Planning a focus group: staff
oMinimum of 2 people – facilitator and
note-taker
oNote-taker records main point of
discussion, but more importantly
interaction, body language etc which
won’t be picked up on recording
Planning a focus group: recording
oVideo-useful, but may make people
uncomfortable
oAudio-less obtrusive
oTranscription can be difficult, but it’s not
crucial to know who makes each comment
(interested in group perspectives)
oWritten notes (body language etc)
oResults of any activities
Planning a focus group: ethics
oNeed to allow time for ethics approval
oWritten information for participants setting
out: exactly what is involved; how results
will be used; how data will be stored;
benefits; confidentiality and anonymity
(stress importance, but cannot guarantee
that other participants will treat discussion
as confidential); withdrawing from the study
(may not be possible to isolate contribution
after a certain point)
oGive verbal information too and check
understood
Planning a focus group: incentives
oTravel expenses
oRefreshments
oVouchers etc
Planning a focus group: questions
oHave 3-5 broad themes to focus discuss
and list specific questions under these
oUse open ended questions
oMove from general to specific
oProbe further for a) clarity b)
completeness
oAsk for positives first, then negatives
oAdopt a chronological approach
oKeep questions short and cover just one
idea per question
In the focus groupAt the beginningoIntroduce yourself (and others) – name badgesoExplain purpose of group and what is going to happenoRemind about confidentiality/anonymityoAsk if any questions about information receivedoStart with a general question oAim to cover 3-5 broad themes
At the endoExplain any admin procedures eg claiming expensesoThank and explain what will happen next and if/how they will be informed of the results
Why use activities in focus groups?
•Ice breaker
•Break up a larger group
•Avoid a few people dominating discussions (eg pairs)
•Space to reflect as a moderator
•Change of pace
•Different methods of capturing information (eg visual)
•Some participants may be more comfortable doing something than speaking in front of a group
Examples of focus group activities•Construction, modelling or collage•Drawing•Thermometer (rank ideas from hot to cold)•Target or web (most important ideas near centre)•Position on line (positive to negative, excellent to poor etc)•Metaphors•Wordsearch•Sorting, matching, categorising, hierarchies, relationships (using cards or post its)•Guided visualisation