Downloaded 89 times
Uploaded byAbhinav Kp
Focus group
Focus groups are qualitative research methods characterized by a moderated discussion among a sample of participants with specific traits to gather in-depth insights on a topic. They are used for exploring issues, guiding survey development, testing products, and interpreting results, but have limitations such as potential bias and lack of statistical generalizability. Successful implementation requires careful planning of objectives, participant recruitment, question scripting, and effective moderation.
More Related Content
More from Abhinav Kp
Focus group
- 1.
- 2. WHAT IS AFOCUS GROUP? “Focus group interviews typically have five characteristics or features: (a) people, who (b) possess certain characteristics, (c) provide data (d) of a qualitative nature (e) in a focused discussion.” -Focus Groups: A Practical Guide for Applied Research (Krueger)
- 3. EXAMPLES • A groupof coal miners sit around a small conference room discussing mine safety. They all agree that safety is important, but some argue that existing safety regulations are too unrealistic or impractical to be implemented. • A group of employees sit in a conference room discussing access to email and other work functions from mobile devices. One participant says answering emails on his phone will save him time. Another participant worries that her supervisor will expect her to reply to emails at all hours if she has access on her phone.
- 4. USES OF FOCUSGROUPS • Exploration and Discovery • Collect info that will be used to guide development of a survey • Collect info for a needs assessment • Test a new product before development • Context and Depth • Adding new topics or population groups to a survey • Delving deeper into a survey topic • Testing a product with a new audience • Interpretation • Deciding how to use survey results • Discuss applications with end users -Focus Group Guidebook (Morgan)
- 5. USES OF FOCUSGROUPS • Stand-alone data collection method, or • Supplement other qualitative or quantitative research methods • In-depth personal interviews • Survey development • Needs assessment • Product development
- 6. FOCUS GROUPS FORSURVEY RESEARCH • Identify topics/themes that are of interest to population • Use this to add questions on these topic/themes • Cut questions that are not relevant, not applicable, or show no variation • Get more detail on a topic so that you don’t have to ask open-ended questions • Which of the following are reasons why you do not have health insurance? Too expensive, No health problems, … • Get reaction to survey materials such as advanced letters, envelopes, etc. • Explore methods to boost cooperation: what type of incentives would people prefer?
- 7. STRENGTHS OF FOCUSGROUPS (OVER OTHER QUAL./QUAN. METHODS) • If you’re unfamiliar with a topic, you can learn a lot quickly (often used as the first step in research) • Can be used to observe interactions or group dynamics • Generate hypotheses (that can be tested using quantitative methods) • Cheaper/quicker than other methods
- 8. LIMITATIONS OF FOCUSGROUPS • Some topics are too sensitive or controversial to be discussed in a group setting (social desirability) • Discussions can get easily sidetracked/derailed • Limited generalizability of findings/results • Cannot quantify findings or determine statistical significance
- 9. THE WHAT, WHY,WHO, HOW, WHERE What Review research objectives Who Determine number and type of participants Recruit and schedule participants Where Determine test location and equipment Why Identify major topic areas of interest How Script focus group questions Develop focus group guide
- 10. THE WHAT, WHY,WHO, HOW, WHERE What Review research objectives Who Determine number and type of participants Recruit and schedule participants Where Determine test location and equipment Why Identify major topic areas of interest How Script focus group questions Develop protocol guide
- 11.
- 12. WHY? Value of focusgroups Examples of focus group topics Setting aims of focus group
- 13. WHAT? Logistics of focusgroups When? Where? Who? Organising, facilitating and participating Incentives
- 14. HOW? Using 4MAT Structuring focusgroups Focus group toolkit Facilitating focus groups - briefing, facilitating the discussion, debriefing Recording the discussion
- 15. WHAT ELSE? Analysing focusgroup data Reporting on focus group findings
- 16. WHAT’S THE FOCUSGROUP ABOUT: REVIEW RESEARCH OBJECTIVES • Start with the overall research objectives / study goals • Identify what do you already know about the topic • Determine what new information you want to learn • Determine what information you want to explore in more detail • Decide how are you going to use this information
- 17. REVIEW RESEARCH OBJECTIVES: EXAMPLE StepPersonal Health Records Example Study goals: Learn about healthcare consumers understanding, experiences, needs, and concerns about the ways technology can be used within the healthcare system What do you already know about the topic: Research has shown that use of electronic PHRs can save consumers money and improve health, yet they are not being used extensively. What do we want to learn through focus groups: Why aren’t more consumers using electronic PHRs to manage their health information? How will we use this info: Provide recommendations for improving PHRs and promoting awareness.
- 18. REVIEW RESEARCH OBJECTIVES:YOUR TURN Step Your Study Study goals: What do you already know about the topic: What do we want to learn through focus groups: How will we use this info:
- 19. WHY: IDENTIFY MAJORDISCUSSION TOPICS • Once you identify what you want to learn, identify major discussion topics (brainstorm) • Why are we doing these focus groups: • What is the most important question your research must answer? • What’s the next most important question? • And so on … • Consult with project team members as needed • Consider how topic areas may need to differ by participant selection
- 20. IDENTIFY MAJOR DISCUSSIONTOPICS: EXAMPLE• Why aren’t more consumers using electronic PHRs to manage their health information? • Consumers who have not used electronic PHRs • How familiar are consumers with electronic PHRs? • How do consumers currently manage their health information? • What are the most important factors consumers consider when deciding how to manage their health information • What are their biggest concerns/fears about using PHRs? • Narrow list of discussion topics to about 4 major topic questions per hour (more if questions are more specific)
- 21. SCRIPTING QUESTIONS: EXAMPLE2 • Bad: Why do you use the mobile device you have? • Better: What kind of mobile device do you use at work? • Best: How did you decide what kind of mobile device to use at work?
- 22. WELCOME/INTRODUCTION • Welcome • Introduceyourself, note-taker AND people behind the glass • Make participants feel comfortable • Informed consent (if required) • Read or summarize consent, ask participants to sign • Note audio-recording if applicable • Explain confidentiality • Go over ground rules • Refreshments, restrooms, cell phones off or on vibrate • No right or wrong answers • Like to hear from everyone
- 23. PRE/POST QUESTIONNAIRES • Prequestionnaire: • Use to collect information about your participants without wasting valuable time during the focus group • Use to determine how familiar/knowledgeable participants are with topic at start of focus group • Post questionnaire: • Can be same as pre-questionnaire to monitor changes in opinion or knowledge • Can be a handy way to summarize participants’ opinions on discussion topics • Keep questionnaires short (5 minutes)
- 24.
- 25.
- 26. Understanding the groupProcess Model of group phases (Ritchie and Lewis 2003) Forming Testing and dependence Dependence on the leader Storming Intragroup conflict Criticism Norming Development of group cohesion Optimism Performing Functional role relatedness Cohesiveness Adjourning (Mourning) Termination, Separation
- 27. THE IDEAL MODERATOR: •Has adequate knowledge of topic • Has good communication skills • Is similar to / can build a rapport with participants • Can maintain balanced viewpoint • Is prepared for surprises • Reports accurately, even if it’s uncomfortable • Has Experience with: • group dynamics • neutral probing/feedback
- 28. WHAT THE MODERATORDOES • Welcome/Introductions • Leads discussion • Concludes discussion
- 29. WELCOME/INTRODUCTION • Make participantsfeel comfortable • Read or paraphrase this welcome/introduction in protocol guide • Make sure to collect informed consent • Notify participants of observers and/or audio recording • Go over any ground rules • Let participants get refreshments and get situated before starting actual focus group discussion
- 30. LEADS DISCUSSION • Providesunobtrusive control • Manages group dynamics • Asks spontaneous probes as needed to gather more information • Provides unbiased feedback • Summarize/verify information • Manages time
- 31. TIPS FOR MANAGINGGROUP DYNAMICS • Dominant talkers: • Don’t look at them when you ask a question. • (Politely) cut them off: “Thank you Amanda. Does anyone else have an experience they’d like to share?” • Ramblers/Off-topic: • Avoid eye contact after so long off topic, look down or at clock • Be prepared to interject at next pause • Shy participants: • Maximize eye contact • Call by name: I’ve heard from some of you on this and I want to hear from the rest of you. Sarah, what is your experience with X?
- 32. TIPS ON SPONTANEOUSPROBING • Leading probes: • So you had a hard time with that then? • You didn’t want to learn more about that? • Was that difficult for you? • Neutral probing: • Can you tell me more about that? • Would you explain that further? • Can you give me an example? • Is there anything else?
- 33. SUMMARIZE/VERIFY INFORMATION • Asneeded, summarize/paraphrase what has been said • I understand that work-life balance is your most important concern. • Safety is critical, but some of the precautions you’re asked to follow are pointless or unrealistic. Is that correct? • See if anything has been missed? • Did I miss anything? • Does anyone have anything else to add? • Probe on any subtopics you didn’t cover • We talked about X, but I’m also interested in Y • Move on to next topic
- 34. CONCLUSION / WRAP-UP •Be sure to leave time for wrap-up, especially for sensitive topics or intense discussions • Ask participants to identify most important issues • Of everything we have discussed, what is the most important? • If you could make one request to X, what would it be? • Summarize major themes (ask note-taker for help) • Ask if its an adequate summary • Ask if anything has been missed, anything to add • Check with observers to see if they have any questions/clarifications • Pay participants!
- 35. DEALING WITH DIFFICULTSITUATIONS • Too many people show up • Participants bring their children • Only a few attend • Group is reluctant to talk • Can’t get them to stop talking
- 36. PLAN YOUR RESPONSE… •20 minutes into the focus group, and Sarah has not said anything… • You can’t get Joe to stop talking… • John mentions something interesting, but you don’t want to interrupt because there’s a good discussion going…
- 37. ROLE OF NOTE-TAKER •Can Handle logistics & refreshments • Collects signed informed consent (if required) • Takes careful notes • Does not participate in discussion • Can recap major themes at end of discussion (used before wrap-up question) • Monitors recording equipment • Liaison between moderator and observers/clients • Debriefs with moderator after session • Assist with analysis and reports
- 38. ROLE OF CO-MODERATOR •Not required, but can be useful in some situations • Balance out strengths/weaknesses in moderator • Use to match moderator (without being obvious) • Switch leading focus group (good for long or intense focus groups) • Support leader by keeping on track, recapping major themes, etc.
- 39. 5. RECRUITING AND SCHEDULING (REVIEWON YOUR OWN)
- 40. RECRUITING TIPS • Recruitextras due to no-shows or cancellations • Example: Recruit 12 to ensure at least 8 show up • Schedule sessions about 3-4 weeks ahead • Any earlier and they may forget or make new plans • Any later and you may not be able to recruit enough participants • Send them an email or letter confirmation • Remind them the day before (by email or phone)
- 41. TESTING LOCATION • Ata minimum, use a large conference room (at your organization’s offices, hotel conference room) • For numerous focus groups: formal observation rooms are nice (see picture on next slide) • One-way mirror so you can see them, but they can’t see you • Microphones in ceiling to pick up voices, but not other sounds (paper shuffling) • Video-taping capability • Rent a focus group facility • Usually very nice but can be expensive ($1,000 for 2-hour session)
- 42. AT LEAST THREEWEEKS BEFORE FOCUS GROUP • Get started on recruitment • Organize your incentives • Develop your focus group guide
- 43. ONE WEEK BEFORETHE FOCUS GROUP • Final your focus group guide • Organize roles in the test: • Meet and greet • Observers/Stakeholders • Moderator • Note-takers • Do a practice run on any equipment • Arrange any refreshments • At a minimum provide beverages • Tailor food to participants / time of day • Nothing messy or loud
- 44. PREPARE YOUR MATERIALS •Develop consent forms, screeners • Instructions/directions for participants • Prepare any visual materials for participants • Pretest/posttest questionnaires
- 45. THE DAY BEFORE/ MORNING OF • Send out reminders: • Phone or email to respondents • Email to observers, stakeholders, note-takers • Equipment/Facility • Make sure the room you’ll use is tidy • Make sure your meet/greet person has the final list of participants’ names • Incentives are available • Check any equipment (video/audio recording)
- 46. FOCUS GROUPS: AQUALITATIVE DATA COLLECTION METHOD • Focus groups are a qualitative data collection method • When reporting the findings the rationale should be provided for the research along with the methods used • Is the research… • Justified • Rigorous • Systematic • Transparent
- 47.
Editor's Notes
- #3 (b) generally
- #4 Thinking back to the description on the first slide, what characteristics do the people in the first group have in common? Right, they’re coal miners. In the second group they are employees. What kind of data are they providing? Miners are providing data about mine safety. The employees are discussing the pros/cons of getting mobile access to email. The data we’re going to get from these discussions will obviously be qualitative – based on people’s discussions. We’ll talk more about creating a “focused discussion” in Section 5. We’ll break this down a little more on the following slide.
- #5 In the quote from Krueger on the first slide, I mentioned that the focus group data is qualitative. I want to talk about what that means for focus groups. Exploration and discovery – learn about topics that are poorly understood. In the example on the previous slides, the researchers considering launching a service that allowed employees to access email on their phones (previously only available from a computer). Are employees even interested in this? What are their initial reactions/impressions? Context and depth – In the other example, the researchers knew that miners often did not follow safety precautions. They wanted to know why? Certain regulations were impractical – requiring employees to where a harness even when only three feet off the ground. Always short-handed and can’t always train someone fully before putting them on the job. Safety regulations slow them down, making it harder to do their job. They weren’t aware of certain regulations. Interpretation – We summarized what the miners said during their focus groups and then held focus groups with mine operators. Do they agree with the miners’ assessments on safety? What do they think they can do to address this concerns? A single focus group may be used for all three of these purposes
- #6 Generally, stand-alone data collection does not mean that it CANNOT be used with other methods, but that the information collected and final report are self-sufficient and can stand on their own. Maybe the results are used to decide whether to pursue a certain opportunity or not. When used with other data collection methods, sometimes its sequential: focus groups, in-depth interviews, survey development. Other times its combined with other methods of a way of “triangulating” or understanding a concept from different perspectives.
- #10 Once you finish these steps, then you’re ready to actually conduct the focus group.
- #11 We’ll cover the Who and Where later. In this section, we’re going to focus on the What, Why, and How
- #20 Although I usually think of my topics areas in question format, don’t worry too much about specific question wording. The idea is just to list all of the things you want to know. Major topic areas should be open-ended and some-what broad. Avoid yes/no questions
- #21 One of our research objectives was to learn why more consumers weren’t using electronic PHRs to manage their health information. For this particular group, we’re specifically interested in people who don’t use e-PHRs. We would likely want to do another focus group with people who did. Now we can identify the major things we want to know from these people: Have they even heard of electronic PHRs? What do they use now? Why’d they choose that? What are their biggest concerns/fears about using PHRs?
- #28 Discuss here whether it’s good to use a project person or an outsider
- #32 I’ve heard from some of you on this and I want to hear from the rest of you. Sarah, what is your experience with X? Talk about duds
- #33 If someone says “I agree,” you might ask “what experiences have you had that make you feel that way?”
- #34 Periodically, and at least at the end of each major topic, I like to make sure I’m on the same page as my participants. Recap what was said – you might be surprised that you misinterpreted someone’s main point or missed the nuance of what they were saying See if anything was missed – from the participant’s perspective See if anything was missed – from your perspective Move on to the next topic
- #36 Too many people show up: perhaps you recruited 12 hoping 8 would show up, but all 12 show up. However you’re conference room only fits 8. You’ll need to be prepared to dismiss some people, but you still have to pay them. Participants bring their friend or sibling. Be firm and tell them that you only have space for so many people in the group. The friend is welcome to wait for them in lobby.. Children If you’re doing a focus group on stay-at-home mothers at 2pm on a Wednesday, don’t be surprised if moms bring their kids. Think about these things and provide instructions not to bring kids. If child is old enough, ask parent if child can wait in lobby If child is young, encourage parent to set up them up away from the table, with something to keep them entertained Only a few attend Continue with the focus group, allow participants more time with responses, ensure everyone responds to every question Check your recruiting strategies for next round Reluctant to talk Maybe your content is too sensitive, boring, participants aren’t knowledgeable about subject – consider revising for next group Encourage them to drink coffee, sodas, eat cookies Use more ice breakers Call on them by name Can’t get them to stop talking Focus group experience can be cathartic for some If have extra time: Alert participants that the session is over, but you can stay a little longer if anyone wants to talk If don’t have extra time: Tell participants that the session time is over and you want to be respectful of their time. Encourage participants to keep discussions going, to email or contact you, etc. Start wrapping up earlier next time
- #37 You can’t plan for everything, but it does help to go into the focus group prepared for a few of the most common situations you might discover.
- #38 Talk about co moderator Drawing the table.
- #39 Strengths/weaknesses: If you’re doing a focus group on a very technical topic, it may help if one moderator is the substantive expert and the other is the focus group expert. Matched: There are times when you want to have a matched moderator, but you don’t want it to be totally obvious. The comoderator can either be an equal where you switch off leading or you can designate one as the primary and one as the secondary Having a comoderator is great for introducing a new moderator. It let’s them see a focus group in action, but they’re also required to follow along and keep up.
- #40 Amanda is going to talk about participant selection after lunch.
- #42 At a minimum, you just need a large conference room. This can be at your company’s offices, a hotel conference room, or at a focus group facility. If you plan on doing a lot of Focus Groups, formal observation rooms are certainly nice because they remove a lot of the set up time. This is a photo of the Observation room at RTI. Between the two rooms is a one-way mirror that allows observers to look out without being seen by participants. This set-up is hard-wired for video and audio recording so we don’t need speakerphones or screen-sharing software. In the observation room, is a monitor that displays whatever the participant is viewing on the computer in the other room. There are microphones in the ceiling of the test room that pick up voices, but don’t pick up sounds like typing or paper shuffling. Those are projected in the observation room through speakers. Finally, having a large conference table allows you to move from observation mode to discussion mode as needed. If you rent a focus group facility, it will have a similar sort of set up. Generally focus group facilities can be really expensive to rent – at least $1,000 for one session and that does not include food, etc.
- #44 Tailor food to participants – for the coal miners, we bought them dinner. These men work hard every day and a fruit and cookie platter would not have cut it. Generally I would recommend foods that people can eat with their hands and are not too messy. Sandwich halves, non-greasy pizza, snacks Don’t get anything that is really loud as people eat it, like potato chips. It makes it hard to hear and messes with your recordings.