Slides to support one day workshop on 'Planning and facilitating' focus groups.

1. Planning and
facilitating focus
groups
Jo Alcock
Evidence Base, Birmingham City University
jo.alcock@bcu.ac.uk
@joeyanne

2. 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.

3. https://www.flickr.com/photos/94371817@N00/3932774410
Voting activity
Understanding previous experience with focus groups

4. 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

5. 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

6. https://www.flickr.com/photos/nataliejohnson/2122722198
Icebreaker activity
Which represents something about you?

7. “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.”
– Wikipedia

8. “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.”
– Wikipedia

9. Why?

10. Why use focus groups?
Maximise feedback
Gain a group opinion
Inform further research
Initiate or stimulate discussion on ‘hot’ topics

11. When are focus groups
useful?
Complex research question with variety of viewpoints
User-focused developments
Understanding reasons for behaviour
Limited resources (time and staff)

12. 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

13. 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?

14. https://www.flickr.com/photos/8489692@N03/4330199412
Agree/disagree activity
How much do you agree or disagree with the following?

15. What?

16. 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

17. 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)

18. 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

19. Focus group logistics - who?
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

20. Focus group logistics - who?
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

21. 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

22. https://www.flickr.com/photos/41117344@N05/5146172013
Prioritisation activity
Which are your favourites?

23. How?

24. 4MAT
Adapted from McCarthy's 4MAT

25. 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!)

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. https://www.flickr.com/photos/11247304@N06/1340979055
Creative thinking activity
What would your perfect snack be?

33. Planning focus group
activities
https://www.flickr.com/photos/41117344@N05/5146172013
https://www.flickr.com/photos/11247304@N06/1340979055
https://www.flickr.com/photos/94371817@N00/3932774410
https://www.flickr.com/photos/
8489692@N03/4330199412
https://www.flickr.com/photos/
nataliejohnson/2122722198

34. What else?

35. 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

36. Reporting
1. Introduction
2. Methodology
3. Findings
4. Conclusions
5. Recommendations

37. 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’
– Extract from Evidence Base report on ebook focus groups

38. Recap

39. Why?
Value of focus groups
Examples of focus group
topics
Setting aims of focus
group

40. What?
Logistics of focus groups
When?
Where?
Who? Organising,
facilitating and
participating
Incentives

41. How?
Using 4MAT
Structuring focus groups
Focus group toolkit
Facilitating focus groups -
briefing, facilitating the
discussion, debriefing
Recording the discussion

42. What else?
Analysing focus group data
Reporting on focus group
findings

43. Planning and
facilitating
focus groups
Jo Alcock
Evidence Base
jo.alcock@bcu.ac.uk
@joeyanne
https://www.flickr.com/photos/travelinlibrarian/223839049