A workshop that delves into the thinking behind and strategies for planning and facilitating focus groups. These focus groups can be a way to gather the perspectives and wisdom of community constituents to inform nonprofit program design. They can also be a method of research (to answer important questions). (Prepared for A. Hoy for Bonner Foundation)

1. PLANNING & FACILITATING
FOCUS GROUPS
A Hands-On Session for
New Jersey VISTA Leaders

2. INTENDED OUTCOMES
➤Understand what a focus group
is & steps involved
➤Hands-on opportunity to
develop a plan and questions
for a 60-90-minute focus group
➤Strategies for facilitating a
focus group and practice
➤Be able to conduct focus
groups as a viable strategy

3. “
The power of a focus group lies in its
ability to leverage the multiple
channels of communication and
thought. When you buckle down and
really explore the many facets of a
possible innovation, you are more
able to make well thought-out
decisions.
-Craig Cochran

4. USING FOCUS GROUPS TO GATHER INFORMATION
➤Focus groups are planned small group
discussions of about 8-12 people
➤They are highly participatory and can
be used to obtain diverse ideas and
perceptions about a topic of interest
➤Different experiences, ideas and views
often emerge

5. BENEFITS
➤Group dialogue can generate rich info
as participants engage one another
➤Gathers information from those who
are most involved in an issue/
community and have expert
knowledge about the topic
➤Relatively low cost and efficient

6. ➤Discussions can be sidetracked or
dominated by more vocal participants
➤Susceptible to facilitator bias which
can impact the validity of findings
➤Cannot assess how generalizable
individual themes or viewpoints are
within a like population
LIMITATIONS

7. STEPS INVOLVED
1.Identify purpose/information needed
2.Develop 5-6 broad, open-ended questions
3.Recruit (& confirm) participants
4.Determine plan and logistics
5.Location, time, incentives
6.Facilitate the focus groups
7.Analyze and summarize data

8. What info do you need and from whom?
STEP 1. PURPOSE

9. TYPICAL PURPOSES

10. ➤Constituents/Clients
➤Working group members
➤Community members/residents
➤Organizational staff
➤Stakeholders
➤Funders
➤A mix
WHICH PEOPLE?

11. WHAT AND WHO
IS IN YOURS
?
Let’s discuss!

12. Develop 5-6 Open-Ended Questions
STEP 2.

13. OPEN-ENDED MEANS…
They cannot be answered with “yes” or “no”.

14. ➤Focus groups are basically multiple
interviews. Therefore, many of the
same guidelines apply.
➤Encourage the exchange of ideas and
stories v. individual turn-taking.
FOCUS GROUPS ARE ABOUT STORIES!

15. ➤Always first ask yourself what problem
or need will be addressed by the
information gathered.
➤For example: to find out if a new
service or idea will work, further
understand how a program (or
process) is failing, etc.
DEVELOP AND SHARE YOUR QUESTIONS

16. DRAFT YOUR
QUESTIONS
Share and
get feedback!

17. Recruit & confirm participants
Plan: strategy & agenda
Logistics: location, time, incentives
STEPS 3, 4, 5.

18. RECRUIT
What works best?
➤Select members who are likely to be
participatory and reflective.
➤Call, email, Facebook, text…potential
participants to invite them
➤Send a follow-up invitation
➤Proposed agenda, session time and
list of questions

19. PLAN
➤Review with colleagues. Anticipate.
➤Who will help you (notetaker, etc.)?
➤You may want to plan to provide a
copy of the report (let them know).
➤In the days before, remind each person
to attend (& extra details).

20. ➤Clear GOAL written and shared.
➤Connect with the BIG PICTURE
(your organization, project?)
➤Rapport building.
➤Flow of the questions.
➤Open dialogue. Building TRUST!?!
STRATEGY

21. 1.Welcome
2.Review of agenda
3.Review the goal
4.Ground rules
5.Introductions
6.Q&A/Dialogue (at least half time)
7.Wrap up
AGENDA

22. ➤Timing - captive 1 to 1.5 hours?
➤Space - Consider travel issues. Comfort?
Lighting?
➤Seating? Configure chairs so that all
members can see each other. Name tags!
➤Refreshments - Beverages, snacks, lunch?
➤Rewards or incentives?
LOGISTICS

23. Be ready to facilitate and
run the focus group.
STEP 6. DO IT!

24. 1. The major goal of facilitation is collecting perspectives and information
to meet a larger goal of meeting.
2. Introduce yourself and the co-facilitator.
3. Explain the means to record the session.
4. Carry out the agenda.
5. Carefully word each question before that question is addressed by the
group. Allow the group a few minutes for each member to carefully record
their answers. Then, facilitate discussion around the answers to each
question, one at a time.
6. After each question is answered, carefully reflect back a summary.
7. Ensure even participation.
8. Close the session.
PAGE 9

25. ➤Participation is not linked to services
➤Information is confidential - use group norms
➤"Getting to know each other" time (flow)
➤Respect/honor participant expertise and time
➤Consider language, gender and ethnic match of
facilitator and participants
➤Consider how cultural norms influence the group
➤Consider role of community leaders in
introductions/recruitment
INCLUSIVITY

26. ➤Use “I” Statements
➤What is said here, stays here
➤discuss if there will be attribution
➤Everyone speak at least once (NOSTUESO)
➤Right to pass
➤Humor helps
➤Respect/honor other’s viewpoints and
experiences
GROUND RULES

27. ➤Know your stuff! Questions…names
➤Establish rapport and create a
comfortable, informal environment for
discussion
➤Set expectations for participation and
group norms
➤Keep participants engaged and interested
➤Monitor time and use time effectively
YOUR ROLES

28. ➤Obtain consent
(written or verbal)
➤Address
confidentiality
➤Record the
discussion (tape
recorder or note
taker)
FOR FOCUS GROUPS…

29. ➤Define key terms
➤Minimize pressure to conform to dominant view
➤Repeat the question
➤Pause for an answer
➤Repeat the reply
➤Ask when, what, where, and how questions to
provoke more detailed information
➤Use neutral comments (e.g. "anything else?")
EXTRA TIPS

30. Summarize and synthesize your
findings and discussion.
STEP 7. ANALYZE

31. ➤Cluster and group information(codes,
repeated words, post-its)
➤Literally make counts
➤Summarize recurring themes and "types"
of comments for individual questions
(i.e., 5 of 8 said…)
➤Create a descriptive narrative
➤Capture outliers
ANALYSIS

32. ➤Write a formal report.
➤Summarize the findings by type/category
(e.g., Mission, Board of Directors, Personnel).
➤Include one or more of the following
elements:
1.Themes (counts/codes)
2.Verbatim transcripts/quotes
3.Insightful comments and suggestions
REPORT