focus

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focus
group
daniel mittlemandanny_at_cti.depaul.edu
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Plan for Tonight

• Types of Focus Groups
• Preparation Activities
• Execution Activities
• Analysis Activities
• Other Thoughts
• An Example

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nota bene

• Some of the points raised tonight apply equally
  well to Focus Groups (FGs) and other research
  methods.

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Four Focus Group Domains
Traditional
Audio Conference
Technology-Supported
Data Conference
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Design of ObjectivesThe Zen of Planning

• Surfacing the objective of the FG
• What is it that I want to know?
• Is a FG the best way to learn this?
• What kind of information will be produced?
• How will this information be used?

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Design of ObjectivesPlanning Guide

• When to do FG
• Insights are needed in exploratory or preliminary
  studies
• To uncover factors relating to complex behaviors
  or motivations
• Need to have innovative new ideas emerge
• To generate information in preparation for a
  large scale study

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Design of ObjectivesPlanning Guide

• When NOT to do FG
• The environment is emotionally charged
• Researcher has lost control over critical aspects
  of the study
• Statistical projections are needed
• Other methods can produce needed results less
  expensively
• Research cannot assure confidentiality

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Roles

• Moderator
• Facilitator
• Assistant
• Technographer
• Observers
• Clients

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Traditional
Audio Conference
Moderator in room with Participants. Assistant
moves in and out, and/or operates camera.
Clients never in contact with participants.
Moderator online with Participants. Assistant
handles checkin/questions in separate phone
channel. Clients either on muted connection or
not at live event.
Tech-Supported
Data Conference
Moderator in room with Participants. Assistant
manages technology. Clients never in contact
with participants, or not at event.
Moderator online with Participants. Assistant
handles checkin/questions online. Clients either
on readonly connection or not at live event.
Focus Group Roles
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Selecting Participants

• Who do we study?
• Go back to your user profiles (personas)
• Find a stratified sample representing these
  segments
• Randomly select (if possible)
• Randomly assign (if possible)
• Avoid acquaintances (absolutely!)
• Differences by Domain?

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Traditional
Audio Conference
Size 6-9 (max of 12) Composition homogeneous
Size 4-8 (novice fac.) 7-10 (exp.
fac.) Composition homogeneous
Tech-Supported
Data Conference
Size 9-15 (max of 20) Composition
heterogeneous This depends somewhat on the
choice of equipment/software
Size 9-15 Composition heterogeneous This
depends somewhat on the choice of
equipment/software
Focus Group Composition
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Scheduling and Location

• How many people do I schedule?
• You need to overbook
• You need to confirm
• You need to reconfirm at last moment
• Some still wont show
• How do I find people
• If you have a budget, there are services that
  will do this
• Posters (at U, be aware of research rules)

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Scheduling and Location

• Do I have to pay them?
• It helps a lot
• are best, rather than raffle
• Pay at end (dont be stupid)
• How much do I pay
• Depends on time and persona profile
• Virtual may cost you less as they can participate
  without any travel

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Scheduling and Location

• Do I have to pay the extras?
• Yes, then send them home
• Differences in facilities by Domain?

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Traditional
Audio Conference
Room Professional Facility
Room Their own home or office (but need to
confirm technology)
Tech-Supported
Data Conference
Room Professional Facility
Room Their own home or office (but need to
confirm technology)
Focus Group Facilities
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www.leresearch.com
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Hatteras
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Biltmore
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More rooms

• http//www.surgeworks.com/services/UsabilityLabDia
  gram.htm
• http//www.socialmarketing.org/focus_group/focus_g
  roup.htm

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http//www.westat.com/capabilities/webeval4-usabil
ity.cfm
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Sofia, Bulgaria
Hi, Im Rich. Can you show me all the things
that are wrong with my high-tech focus group room?
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Michigan
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Telephone Bridges

• www.freeconferencecall.com/
• www.freeconference.com/
• www.telephonebridgeservices.com/

Data Conferencing

• www.webex.com
• www.microsoft.com/office/rtc/livemeeting
• www.facilitate.com

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Design of QuestionsDiscussion Guide

• Types of questions
• Opening Question
• Introductory Questions
• Transition Questions
• Key Questions
• Ending Questions

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Traditional
Audio Conference
All qualitative. Several methods possible
metaphors, categories, dials, etc. Use of AV
possible.
All qualitative. Limited in AV possible.
Methods may be constrained from traditional
group.
Tech-Supported
Data Conference
Can mix qual and quant. Several methods
possible. Client input easier. Use of AV
possible.
Can mix qual and quant. Less methods than T-S,
but more than A-C possible. Some AV possible,
but limited. Client input possible, but
limited.
Focus Group Questions
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Planning for the Session

• Initial objectives planning
• Determine location, technology, methods
• Question development
• Participant segmentation identified
• Pilot test with convenience sample
• Refine, if needed
• Recruitment
• Run groups
• Analyze
• Draft report

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Executing the Session

• Where to meet?
• Snacks?
• Signed agreements
• Introductions
• Pace
• Break
• Closure
• Disclosure of research
• Sharing of information after session

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Common Problems

• Group-think
• Faulty assumptions
• Latecomers / early leavers
• Reticent groups
• Quiet participants
• Dominant Participants / Alpha jerks
• Unqualified participants
• Tangents
• Hostility
• Offensive ideas
• Technology breakdown

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Data Collection/Analysis

• Take field notes.
• Take field notes.
• Take them right away (during or immediately after
  the session).
• Take them even if there is audio/video
  recording.
• Take them anyway.
• Take them the same day as the session.
• Bobs Rule!

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Bobs Rule
If you dont write it down before you go to
sleep, it never happened.
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Demo of some software

• www.groupsystems.com
• http//Cognito.cti.depaul.edu
• User HCI445
• PW 445student!