This document provides guidance for planning and facilitating focus groups. It outlines the key steps, including identifying the purpose and intended outcomes, developing open-ended questions, recruiting and confirming participants, planning the logistics, facilitating the focus group, and analyzing the findings. Tips are provided for each step, such as using a welcoming agenda, establishing ground rules, and techniques for effective facilitation like pausing before answering and inviting different perspectives. The overall process is designed to leverage group interactions and gather rich qualitative data through discussion on a topic of interest.
“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)
Focus Group Discussions (FGDs) are defined as semi structured group discussions, which yield qualitative data on the community level by facilitating interaction between participants.
“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)
Focus Group Discussions (FGDs) are defined as semi structured group discussions, which yield qualitative data on the community level by facilitating interaction between participants.
Presentation at a meeting of Health Policy, System and Management Research Group,
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Basics Of Grant Writing from Precise EditDavid Bowman
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Let’s dispense with this little turd blossom right up front: Henry Ford never said, “If I'd asked customers what they wanted, they would have said "a faster horse,”
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This is an introduction to the fundamentals of doing customer research with an emphasis on Focus Groups. This is part of the introduction to ux research series. In this talk we walk through the basics of focus groups, types of focus groups, as well as an in-depth explanation of process and pitfalls.
Research is usually conducted to gain a deep understanding of the client’s target users in order to apply a customer-centered approach to the strategic development of the client’s brand and product. In addition, focus groups seeks to reveal insights into how the target customers emotions, attitudes, beliefs, and experiences in using existing products and brands.
Presentation at a meeting of Health Policy, System and Management Research Group,
Department of Community Medicine, University of Port Harcourt Teaching Hospital, Port Harcourt, Nigeria on 28/06/28
Basics Of Grant Writing from Precise EditDavid Bowman
1-day grant writing course from Precise Edit, experts in preparing winning funding proposals. This presentation shows how we help clients get funded--and how we can help you.
Introduction to UX Research: Conducting Focus GroupsWilliam Evans
Let’s dispense with this little turd blossom right up front: Henry Ford never said, “If I'd asked customers what they wanted, they would have said "a faster horse,”
– it’s simply an myth
This is an introduction to the fundamentals of doing customer research with an emphasis on Focus Groups. This is part of the introduction to ux research series. In this talk we walk through the basics of focus groups, types of focus groups, as well as an in-depth explanation of process and pitfalls.
Research is usually conducted to gain a deep understanding of the client’s target users in order to apply a customer-centered approach to the strategic development of the client’s brand and product. In addition, focus groups seeks to reveal insights into how the target customers emotions, attitudes, beliefs, and experiences in using existing products and brands.
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This guide is designed to provide you with an overview of the steps required to conduct a Focus Group Discussion (FGD) including the resources required, and instructions about what you do with the information when you have completed the FGDs.
Data collection - Statistical data are a numerical statement of aggregates. Data, generally, are obtained through properly organized statistical inquiries conducted by the investigators. Data can either be from primary or secondary sources.
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Whether you think of this worksheet as a job aid or a checklist, it walks you through some of the critical thinking that you need to do when planning a speech. I've been a speechwriter for 10+ years, and developed this tool to help me stay on track with all the things that go into planning speaker remarks. It's greatest value, though, is that it's a good tool for collaborating with your speaker.
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A focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign.
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with purpose and meaning, especially ones that make the world
a better place. The session will engage students in a dialogue
about career goals, academic study, service experience, career
support, and group discussions based on career interests.
This opening session sets the stage for a dynamic and informative
conference focused on driving positive social change. We'll be
inspired and rooted in a sense of place by President Floyd and our
student speakers then dive into two frameworks focused on
equipping individuals to be change agents in their communities.
Participants can expect to gain valuable insights, engage in
thought-provoking discussions and be inspired by the stories of
those who work towards moving the metaphorical mountains of
social inequality, injustice, and systemic challenges.
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Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
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2. INTENDED OUTCOMES
➤Understand what a focus group
is & steps involved
➤Hands-on opportunity to
develop a plan and questions
for a 60-90-minute focus group
➤Strategies for facilitating a
focus group and practice
➤Be able to conduct focus
groups as a viable strategy
3. “
The power of a focus group lies in its
ability to leverage the multiple channels
of communication and thought. When
you buckle down and really explore the
many facets of a possible innovation,
you are more able to make well thought-
out decisions.
-Craig Cochran
4. USING FOCUS GROUPS TO GATHER INFORMATION
➤Focus groups are planned small group
discussions of about 8-12 people
➤They are highly participatory and can
be used to obtain diverse ideas and
perceptions about a topic of interest
➤Different experiences, ideas and views
often emerge
5. BENEFITS
➤Group dialogue can generate rich info
as participants engage one another
➤Gathers information from those who
are most involved in an issue/
community and have expert knowledge
about the topic
➤Relatively low cost and efficient
6. ➤Discussions can be sidetracked or
dominated by more vocal participants
➤Susceptible to facilitator bias which can
impact the validity of findings
➤Cannot assess how generalizable
individual themes or viewpoints are
within a like population
LIMITATIONS
7. STEPS INVOLVED
1.Identify purpose/information needed
2.Develop 5-6 broad, open-ended questions
3.Recruit (& confirm) participants
4.Determine plan and logistics for conducting
5.Location, time, potential incentives
6.Conduct the focus groups
7.Analyze and summarize data
8. What info do you need and from whom?
STEP 1. PURPOSE
14. ➤Always first ask yourself what problem or
need will be addressed by the info gathered.
➤For example: to find out if a new service or
idea will work, understand how a program
(or process) is working/failing, etc.
➤Basically multiple interviews.
➤Encourage the exchange of ideas and stories
v. individual turn-taking in answering.
DEVELOP AND SHARE YOUR QUESTIONS
15. Focus Group Series Summary
10-Year Plan to End Chronic Homelessness in Pitt County
➤ How did you become homeless?
➤ How long have you been homeless or were you homeless?
➤ How did homelessness affect the way you think about yourself?
➤ Thinking back to when you first became homeless, what would it have taken to prevent it?
➤ What do you need to maintain a home/housing?
➤ What would you do if you had unlimited resources and could end homelessness?
➤ Many experts think estimates of the numbers who are homeless are not accurate because
they do not include people who are doubling up with relatives or friends. Did you ever
double up? Do you know others who have?
➤ What three things should Pitt County do to end homelessness?
➤ http://www.pittcountync.gov/depts/planning/homelessness/news/
focusgroupseriessummary.pdf
EXAMPLE: FOCUS GROUP OF HOMELESS
16. Focus Group Protocol
program evaluation and to identify effective strategies for promoting college access
➤ Ice Breaker: Do students at _____ school talk with each other about college? What do people say?
What about [public postsecondary institutions in your state]?
➤ Do you talk about college issues in your classes? If so, which classes (all classes?)?
➤ At what point (e.g., which grade -- 8, 9, 10, 11, 12?) do your counselors begin meeting with students
to talk about college? Can you tell me about them?
➤ Do any colleges and universities in your state have college nights at your school? Have you attended
any and what did you learn?
➤ Do you think it would be difficult or easy to gain admission to a college or university? What factors
influence your decision to apply?
➤ Do you feel like you understand what will be expected of you in college, academically, and how you
should prepare for it?
➤ Do you have any suggestions about ways to improve the information you receive about the college
admissions process – either how you receive the information, or the content of the information that
you receive?
➤ http://annenberginstitute.org/sites/default/files/BTOProtocolStudents.pdf
EXAMPLE: HIGH SCHOOL STUDENTS
17. Focus Group Protocol
program to identify strategies for increasing college access
➤ What things about your program at _____ School make you confident about graduating
on time?
➤ What things about your program at _____ School make you worried about graduating on
time?
➤ What things about your program at _____ School make you confident about going on to
college or a technical school?
➤ What things about your program at _____ School make you worried about going on to
college or a technical school?
➤ How could _____ School make it easier for you to graduate and feel prepared for college
or technical school?
➤ What do your parents know about what you need to graduate and be prepared for
college?
➤ https://web.stanford.edu/group/bridgeproject/policytoolkit/student_focus_group.pdf
EXAMPLE: HIGH SCHOOL STUDENTS
19. REFINE
➤ Interview Questions – These are predetermined
and limited in number. Most recommend 5-6, but
may have 10-12 (google your area!).
➤ Follow-up (Probes) Questions – These are written
questions added in interview questions below. There
are 16 follow-up questions in our interview.
➤ Spontaneous Follow-up Questions – These are
questions that the facilitators – especially the backup
co-facilitator – can ask after listening to the first set
of responses to each question. You may find you will
use 25 – 50 spontaneous follow-up questions.
21. RECRUIT
What works best?
➤Select members who are likely to be
participatory and reflective.
➤Call, email, Facebook, text…potential
participants to invite them
➤Send a follow-up invitation
➤Proposed agenda, session time and
list of questions
22. PLAN
➤Review with colleagues. Anticipate.
➤Who will help you (notetaker, etc.)?
➤You may want to plan to provide a
copy of the report (let them know).
➤In the days before, remind each person
to attend (& extra details).
23. ➤Clear GOAL written and shared.
➤Connect with the BIG PICTURE
(your organization, project?)
➤Rapport building.
➤Flow of the questions.
➤Open dialogue. Building TRUST!?!
STRATEGY
25. ➤Timing - captive 1 to 1.5 hours?
➤Space - Consider travel issues. Comfort?
Lighting?
➤Seating? Configure chairs so that all
members can see each other. Name tags!
➤Refreshments - Beverages, snacks, lunch?
➤Rewards or incentives?
LOGISTICS
26. Be ready to facilitate and
run the focus group.
STEP 6. DO IT!
27. ➤Participation is not linked to services
➤Information is confidential - use group norms
➤"Getting to know each other" time (flow)
➤Respect/honor participant expertise and time
➤Consider language, gender and ethnic match
of facilitator and participants
➤Cultural norms?
➤Role of community leaders?
INCLUSIVITY
28. ➤Use “I” Statements
➤What is said here, stays here
➤discuss if there will be attribution
➤Everyone speak at least once (NOSTUESO)
➤Right to pass
➤Humor helps
➤Respect/honor other’s viewpoints and
experiences
GROUND RULES
29. ➤Know your stuff! Questions…names
➤Establish rapport and create a
comfortable, informal environment for
discussion
➤Set expectations for participation and
group norms
➤Keep participants engaged and interested
➤Monitor time and use time effectively
YOUR ROLES
30. ➤Obtain consent
(written or verbal)
➤Address
confidentiality
➤Record the
discussion (tape
recorder or note
taker)
FOR FOCUS GROUPS…
31. ➤Define key terms
➤Minimize pressure to conform to dominant view
➤Repeat the question
➤Pause for an answer
➤Repeat the reply
➤Ask when, what, where, and how questions to
provoke more detailed information
➤Use neutral comments (e.g. "anything else?")
EXTRA TIPS
32. EXAMPLE
Pause 7 seconds after asking a question
– don’t rush in.
Invite participants to express a different point of view:
- “Does anyone see it differently?”
Request more information.
- “Tell me more about that.”
- “I don’t understand.”
- “Could you please say more?”
- “Will you give me an example so I can understand better?”
Try to maintain neutrality while listening to your participants. Avoid
piling on with such statements as:
- “Yeh, that’s how I see it too.”
- “No, that’s not right.”
Don’t offer advice or solutions. This isn’t a session about fixing things or
providing resources – it’s to get their ideas and thoughts about a small
number of issues concerning program or organization.
Make sure to get everyone to the extent possible to contribute.
34. ➤Cluster and group information(codes,
repeated words, post-its)
➤Literally make counts
➤Summarize recurring themes and "types"
of comments for individual questions
(i.e., 5 of 8 said…)
➤Create a descriptive narrative
➤Capture outliers
ANALYSIS
35. ➤Write a formal report on each focus group.
➤Summarize the findings by category (e.g.,
Mission, Board of Directors, Personnel). This
will be useful when you analyze the data in
other categories.
➤Include one or more of the following elements:
1.Themes (counts/codes)
2.Verbatim transcripts
3.Insightful comments and suggestions
REPORT