Focus Group Presentation

Focus Groups: How to Develop a 360* View of Your Target Audience Council of Community Clinics: Project SMART February 2008 Salt Lake City, Utah

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Centers for Disease Control and Prevention to provide capacity building assistance to health departments and community based organizations. focus area 3

a focus group is NOT… ,[object Object],[object Object],[object Object],[object Object]

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advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]

limitations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],in-depth interviews can be more appropriate

so…why is the truth so elusive?

Don’t confuse confirmation with consistency.

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Beyond Listening: Learning the Secret Language of Focus Groups (Bonnie Goebert) ,[object Object],[object Object],[object Object],[object Object]

every moderator has a… ,[object Object],[object Object],[object Object],[object Object],[object Object]

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[object Object],[object Object],[object Object],But, do not rely on them word for word; use them as a guideline.

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questions to ask first ,[object Object],[object Object],[object Object]

informality ,[object Object],[object Object],[object Object],[object Object]

consider the status of your participants

[object Object],[object Object],[object Object],As long as… the moderator does not trivialize matters

[object Object],[object Object],[object Object],[object Object],Participation is a RISK.

Encourage divergent thinking and thoughts within the group.

asking the right questions in the right way ,[object Object],[object Object],[object Object],[object Object]

avoid closed ended ?s ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],Why?

Makes people shut down…Presumably, because when you don’t say it again you are implying, that’s bad. that’s good…

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non verbal behavior ,[object Object],[object Object]

[object Object],choice in vocabulary comfort expressing self sudden inarticulateness speed of speaking emotional level degree of energy

projective techniques ,[object Object],[object Object],[object Object]

paralinguistic ,[object Object],[object Object],[object Object]

Speaking as a average consumer, I’d have to say that your demographic niche is very well targeted!

Focus Group Presentation

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Focus Group Presentation