Focus Group
Naveed Iqbal
What is Focus Group
• A focus group is a small group discussion
guided by a trained leader, used to learn more
about opinions on a designated topic, and
then guide future action.
How Focus Group is different than Group
Interviews?
• They are focused on a specific topic having diverse
and dynamic opinion about.
• They have a trained facilitator/moderator.
• Members of the group are encouraged to talk
openly about their opinions and respond to other
members.
• Conversational
• Open Ended/Qualitative
• Reflection of opinion shifts during the discussion
When to Conduct Focus Group?
• When considering introducing a new program
or service/ Tracking opinion shifts/ exploring
reactions etc.
• When the main concern is depth or shading of
opinion.
• When you want to ask questions that can’t
easily be asked or answered in a written
survey.
Advantages
• Socially oriented research method
• Flexible/open ended
• Probing and steering facility
• High validity
• High response rate
• Speedy results
• Low in cost
Disadvantages
• Less control than individual interviews.
• Data can be difficult to analyze.
• Moderators must be skilled and relevant.
• Difference between groups can be
troublesome.
• Groups are difficult to assemble.
• Discussion can only be conducted in a
conducive environment.
Requirements to Arrange Focus Group
• Well stated research question(s)/motives
• Homogeneous Group, recruited carefully
• Carefully consider demographics of participants
• 6-15 people
• 90-120 minutes
• Non-threatening/Comfortable environment
• Skilled Moderator
• Skilled Assistant Moderator/Reporter
• Questions and protocol should be pretested
• Consider cultural issues
Requirements to Arrange Focus Group
• Participant’s willingness
• Incentives for Participants
• Procedural and Research Ethics
• Circular Seating
• Recording Facilities
Conceptualization Steps to Planning
Focus Groups
Design
Protocol
Develop Questions
Recruitment
Moderation Debriefing
Focus Group(s)
Data Analysis
Follow-Up Reporting
Source: Conducting Professional Interviews. Dr. Janet Mancini Bilson and Dr. Norman [Link]
Group Dimensions International
Focus Group Toolkit
Planning Focus Groups Discussion Tools
• Selecting a Moderator and Note- •Moderator Do’s and Don’ts
taker •Moderator’s Guide
• Coordinator Responsibilities •Ethics and Manners
• Coordinator Checklist •Response/Activity Sheets
• Room Set-Up •Note Taking
• Audio/Videotaping Guidelines
• Consent Forms
Recruiting Focus Group Participants Analyzing/Reporting
• Selecting Participants •Data Sifting
• Inviting Participants •Data Arrangements
•Data Interpretations
Before the Meeting….
• Recheck your goals
• Consider other methods
• Find a good moderator
• Find a assistant moderator/recorder
• Decide who should be invited
• Decide about incentives
• Decide on the meeting particulars
• Prepare your questions
• Recruit your members/team
• Review the arrangements
• Draw seating plan
• Check recording equipment
During the Meeting….
• Thank people for coming.
• Review the group's purpose and goals.
• Explain how the meeting will proceed and how members can
contribute.
• Set the tone by asking an opening question and making sure all
opinions on that question are heard.
• Ask further questions in the same general manner.
• When all your questions have been asked, ask if anyone has any
other comments to make.
• Tell the group about any next steps that will occur and what they
can expect to happen now.
• At the end, thank the group for coming!
After the Meeting….
• Make a transcript or written summary of the
meeting.
• Examine the data for patterns, themes, new
questions, and conclusions.
• Share the results with the group.
• Use the results for reporting.
Question Construction
• Everyone is involved in development
• Questions are typically sequenced like a funnel
– Opening question
– Introductory questions
– Transition questions
– Key questions
• Use open-ended questions
• Avoid dichotomous (yes/no) questions
• Direct questions are rarely asked
Question Construction
• Use “think-back” questions
• Avoid jargons
• Use questions that get participants involved
– Make a list
– Fill in the blank
– Drawing
– Choices
• Ask and Frame Probing Questions
• Reflects the entire discussion
– “Of all the things we discussed, what is the most
important to you?”
The Moderator
• Is skilled and mentally prepared
• Uses purposeful small talk
• Provides a smooth introduction of 3-5 minutes
• Uses pauses and probes
• Controls his/her reactions
• Uses subtle group control
• Uses appropriate conclusion
• Helps the Assistant Moderator get notes
• Skilled in group discussion
• Uses pre-determined questions
• Establishes permissive environment
• Builds trust and the belief that input is valued
The Moderator
• Above all else, the moderator should make eye
contact and be respectful.
• Let participants know they are the experts
• Avoid leading participants—be warm, but value-
neutral
• Be careful with empathetic responses that might lead
them to believe there are right and wrong answers
• Ask only one question at a time, even if other
questions are related
• Let people follow a full train of thought, even if they
are answering several questions
The Moderator
• Keep track of questions that have been
answered out of order, so that you are not
redundant
• Frequently repeat key phrases, since
participants may lose track after 2 or 3 others
have responded
• Summarize a participant's response and use a
vocal inflection that signifies closure
• Be comfortable with silence—count to 10
before you jump in
The Moderator
• Knowing participants;
– The Opiniator
– The Quiet
– The Angry
The Assistant Moderator
• Welcomes the participants
• Operate recording equipment
• Takes notes
• Observes participants
• Does not usually participate in discussion
• Debriefs with moderator after session
• Gives feedback or assists with data analysis
and reporting
Do’s and Do Not’s of Focus Group
• Speak slowly and finish your words and sentences
• Learn basics of your foreign/native language and
culture (verbal and non-verbal)
• Avoid using idioms and or slangs
• Avoid statements such as “You aren’t making yourself
clear”
• Summarize your ideas periodically
• Speak slowly and finish your words and sentences
• Learn basics of your foreign native language and culture
(verbal and non-verbal)
• Avoid using idioms and or slangs
Do’s and Do Not’s of Focus Group
• Avoid statements such as “You aren’t making yourself
clear”
• Summarize your ideas periodically
• Avoid interrupting your counterpart if she or he is speaking
• Try to have materials translated into your counterpart’s
language/ease of understanding
• Use qualified interpreters to avoid costly
misunderstandings
• Become acquainted with your party’s culture
• Use of short sentences and pause regularly
• Use simple language
