Conducting Focus Groups

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Conducting Focus Groups

• API Survey Training
• June 15, 2006
• Mia Robillos
• Rainbow Research

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Focus Group Facilitator

• Job Summary
• Lead a discussion with a group of 8-12 people for
  a period of one-and-a-half to two hours.
• Move the discussion along and ensure that all
  questions/topics are covered in the time allotted
• "Break the ice" by creating a comfortable
  environment for the free exchange of opinions.
• Encourage participation so that everyone that
  chooses to contribute has an opportunity to be
  heard and that no one individual dominates the
  discussion

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Focus Group Facilitator

• Specific Responsibilities
• Attend to participants' personal needs and
  comfort
• Spell out the purpose of the group and ground
  rules for participation
• Dispel tension and discomfort - "Break the ice
• Follow the interview guide and get as far through
  the agenda as possible
• Keep the discussion balanced
• Use open-ended questions to probe more deeply and
  draw people out
• Wrap up the meeting
• Debrief with the recorder at meetings' end to
  review key points and impressions

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Focus Group Facilitator

• Desired Qualities
• Genuinely interested in others and their
  perspectives
• Enjoys conversation
• Flexible comfortable in departing from the
  script and "going with the flow" of conversation
• Sense of humor
• Comfort with disagreement argumentation

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Focus Group Recorder/Notetaker

• Job Summary
• Record the discussion with a group of 8-12 people
  for a period of one-and-a-half to two hours.
• Capture the conversation by taking detailed
  notes.
• On some occasions, and if the group agrees,
  capture the conversation by audio taping or video
  taping the group discussion

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Focus Group Recorder/Notetaker

• Specific Responsibilities
• Take accurate detailed notes of discussion
• Write down quotes that seem particularly
  meaningful
• Make note of gestures, expressions, noises or
  other signs of agreement or disagreement
• If discussion will be taped, secure active
  agreement from each group member
• If using recorder, make sure everythings
  working, e.g., batteries, AC cords, outlets,
  microphone (sound check)
• Assist the facilitator by monitoring the time
• Have prearranged signs or signals for cueing the
  facilitator when to move on
• Debrief with the facilitator at meetings' end to
  review key points and impressions

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Focus Group Recorder/Notetaker

• Desired Qualities
• Genuine interest in others and their perspectives
• Legible handwriting
• Good listening skills
• Familiarity with the operation of recorder

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Stages of Focus Group

• No single formula or recipe for carrying out
  focus groups but there is a general outline and a
  "rhythm" to conducting focus groups.
• Described in four separate stages
• Stage One Setting the Stage
• Stage Two Filling Out the Landscape
• Stage Three The Focus
• Stage Four Wrap Up and Reflection

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Stage 1

• Basic administrative tasks briskly completed.
• Facilitator and notetaker introduce themselves
  and explain the purpose, sponsor, how information
  will be used, etc.
• Basic ground rules, particularly emphasizing
  mutual respect and confidentiality, are reviewed
• Assure participants there are no right or wrong
  answers and the group is not expected to
  agree--in fact disagreement and divergent
  viewpoints are encouraged!

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Stage 2

• Beginning questions are asked to help people feel
  comfortable and to begin to sketch in the larger
  framework for the discussion
• Open ended questions ask people to fill in their
  perception of the "landscape related to the
  issues of concern
• People are asked to speak about more general,
  abstract things and begin to feel comfortable in
  a group discussion
• Questions asked in Stage 2 can also help ease the
  tension and let the group discover their
  connections or common ground. E.g., general
  questions about how people perceive the climate,
  their communities and some reference to changes
  over the past five years

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Stage 2 (cont.)

• People are likely experiencing " primary tension"
  that comes with being in a new group, or a new
  group meeting for the first time
• Until the tension is released, the group won't be
  optimally candid, comfortable or productive.
  Facilitator should work to dispel that tension
  (e.g., have them introduce themselves)
• Very important that everyone in the group has an
  opportunity to speak in this stage (first five to
  ten minutes critical)

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Stage 3

• Focus narrows to the specific concerns of the
  focus group research group agenda shifts from
  the general background landscape to the specific
  issues (like a funnel)
• At this point, divergent opinions and speculative
  ideas are encouraged
• Group communication will change expect periods
  of loud, even raucous communication
• Important to recognize and take note of the
  content which generates such outbursts of
  activity (e.g., noisier, louder voices, two or
  three people talking at once a high level of
  interest and nonverbal participation like head
  nodding, leaning forward, animated faces)

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Stage 3 (cont.)

• Note down Chaining and Conflict situations
• Note what kinds of content (the stories, issues,
  or concerns) that trigger chaining or conflict
• These provide important clues to what is
  important to the group and what generates high
  levels of involvement and emotional response

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Stage 4

• Facilitator begins to wrap up the group and
  provide some closure
• At this stage, questions are designed to help
  participants reflect on things they've learned
  from the earlier discussion
• Facilitator signals the end is near, often
  observing the time, and asks a specific
  reflective question that encourages participants
  to think back over the group discussion
• Final thoughts are solicited and the moderator
  brings the group to a close, with thanks to
  participants

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Helpful Reminders for Facilitators

• Arrive at the focus group location at least 10-15
  minutes before the start
• Arrange chairs in a circular or rectangular
  fashion
• Familiarize yourself well with the focus group
  guide
• Conduct the focus group in a conversational tone
• Be objective
• Be ready to handle conflicts (opinions,
  philosophies, or personalities)
• Encourage equal participation from everyone, but
  also keep track of time
• Try to get through all the questions as much as
  you can
• Keep track not only of the questions you ask, but
  also of participants responses