2. 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
3. To deepen
understanding To investigate
To find
solutions to of quantitative group attitudes
problems data and beliefs
When there is
believed to be a
difference in
power between
the researcher
Why use focus and participants
groups?
To generate
To investigate ideas at the
complex ideas
and To explore exploratory stage
behaviours differences
and
commonalities
4. 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!
5. 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
6. 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)
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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
15. 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
16. In the focus group
At the beginning
oIntroduce yourself (and others) – name badges
oExplain purpose of group and what is going to
happen
oRemind about confidentiality/anonymity
oAsk if any questions about information received
oStart with a general question
oAim to cover 3-5 broad themes
At the end
oExplain any admin procedures eg claiming expenses
oThank and explain what will happen next and if/how
they will be informed of the results
17. 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)
•Someparticipants may be more comfortable doing
something than speaking in front of a group
18. 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
