focus group discussion

Focus Groups

Program Development & Evaluation

A Focus Group Is . . .WhatA carefully planned discussionTo obtain perceptions of a defined interest area


A Focus Group Is . . .WhereIn a permissive, non-threatening environment


A Focus Group Is . . .WhoApproximately seven to ten people With common characteristics relating to discussion topic


A Focus Group Is . . .HowConducted by a trained interviewer (moderator, facilitator). Three focus groups are the minimum for a study


Why Do Focus Groups?

To collect qualitative dataTo determine feelings, perceptions and manner of thinking of participants regarding products, services, programs or opportunitiesAttitudes and perceptions are developed in part by interaction with other peopleTo promote self-disclosure among participantsIt's dangerous to take "customers" for granted


When to ConductFocus Groups

Before a program begins, during a program or after a program ends

Focus groups are effective whenPeople have something to share (motivations)The goal is to understand human behavior

Focus groups are not effective whenPeople are divided or angryThe goal is to gather factual informationOrganization is trying to improve its image


Selecting Participants

Participants are similarGeneral selection rules:Set exact specificationMaintain control of the selection processUse the resources of the sponsoring organization in recruitingBeware of biasDevelop a pool of eligible participants and then randomly select


Selection Strategies

ListPiggybackOn locationNominationsRandom phone screeningAds in newspapers and bulletin boards


Incentives for Participants

Money ($20-$50)FoodGiftsPositive, upbeat invitation


Systematic Notification ProceduresSet meeting times for interviewsContact potential participants by phone or in person (2 weeks before meeting time)Send a personalized invitationPhone (or contact) each person the day before the focus group


Moderator SkillsIs mentally preparedSelects appropriate locationRecords the discussionUses purposeful small talk Has a smooth & snappy introductionUses pauses and probes Uses subtle group controlControls reactions to participantsSelects the right moderator Uses an assistant moderatorUses appropriate conclusion


Beginning the Focus Group DiscussionThe first few moments in focus group discussion are critical. Create a thoughtful, permissive atmosphereProvide the ground rulesSet the tone Recommended introduction pattern: Welcome Overview and topicGround rulesFirst question


Asking Questions That Yield Powerful Information

Use open-ended questionsAvoid dichotomous questions"Why?" is rarely askedUse "think back" questionsCarefully prepare focus questionsAsk uncued questions first, cued questions secondConsider standardized questions


Ending Questions

Summary question"Is this an adequate summary?"All things considered question Ask participants to reflect on the entire discussion and then offer their positions or opinionsFinal question"Have we missed anything?


Systematic Analysis ProcessStart while still in the groupImmediately after the focus groupSoon after the focus group--within hours analyze individual focus groupLater--within days analyze the series of focus groupsFinally, prepare the report


Focus Group Analysis TipsWhen analyzing focus group data, considerWordsContextInternal consistencyFrequency or extensiveness of commentsIntensity of the commentsSpecificity of responsesFind the big ideas


Reporting Focus Group Results

Use a communications strategyUse an appropriate reporting style that the client finds helpful and meets expectations Strive for enlightenmentMake points memorableUse narrative or bulleted formatGive thought to the oral report


focus group discussion

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