1) Focus groups are a method of gathering qualitative data through group discussions rather than individual interviews. 2) They provide insights into participants' attitudes, opinions, and perceptions on a topic through discussions with other participants. 3) Moderators must create a relaxed environment where participants feel comfortable sharing openly while also keeping discussions focused and productive.

1. Focus Groups: How to Develop a 360* View of Your Target Audience Council of Community Clinics: Project SMART February 2008 Salt Lake City, Utah

2. This publication was supported by grant number U65/CCU923709 from The Centers for Disease Control and Prevention. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of The Centers for Disease Control and Prevention. The Centers for Disease Control and Prevention to provide capacity building assistance to health departments and community based organizations. focus area 3

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4. you are here

5. a focus group is NOT… a group interview; where the moderator asks questions and the participants individually provide answers.

6. focus groups are successful when participants are able to talk to each other about the topic…

7. advantages produce more information quicker and at less cost than individual interviews

8. limitations results can’t be used to make statements about the wider community… they can indicate a range of views and opinions, but not the distribution among the community

9. they can paint a picture of what is socially acceptable in a community rather than what is really occurring or believed…

10. limited value in exploring complex beliefs of individuals in-depth interviews can be more appropriate

11. asking someone to explain their behavior and intent is a psychological impossibility

12. so…why is the truth so elusive?

13. Don’t confuse confirmation with consistency.

14. It is not always easy to tell if people are telling you the truth. It’s not always possible for people to get in touch with their emotions or motivations.

15. Beyond Listening: Learning the Secret Language of Focus Groups (Bonnie Goebert) Consumers aren’t dishonest; it’s just that most people don’t listen the right way.

16. every moderator has a… Naïve Playful Intellectual Inquisitive side

17. so, get over your need as a moderator to look or sound a certain way….

18. Prepare questions before group . But, do not rely on them word for word; use them as a guideline.

19. No flip charts; Use note takers

20. questions to ask first What problems / issues do you want answered? What is the exact problem?

21. informality relaxed playfulness, coupled with a professional seriousness of purpose works best.

22. consider the status of your participants

23. People reveal more when they are relaxed and having a good time. As long as… the moderator does not trivialize matters

24. People take risks if they feel safe… Participation is a RISK.

25. captive audiences support groups trade groups faith based neighborhood

26. convenience sampling you select those members of the community who you think will provide you with the best information

27. Tell them WHAT you are going to be talking about before they agree to participate. Screen participants Follow up sessions (800#, email further ideas/comments)

28. Encourage divergent thinking and thoughts within the group.

29. Participants often agree with responses from peers and group leaders.

30. It is important to allow participants to agree and disagree with one another.

31. asking the right questions in the right way have genuine reactions which come from interest in the person, rather than judging

32. keep your questions short and simple- no two-part questions

33. avoid closed ended ?s Banish Them; unless, your intent is to shut down the discussion.

34. do not word questions so people feel embarrassed or guilty when they answer

35. I knew all of you could not be agreeing with this. Thank you for sharing that! Let’s hear more.

36. Makes people defensive. Why?

37. Makes people shut down…Presumably, because when you don’t say it again you are implying, that’s bad. that’s good…

38. avoid forcing people into answering questions in a particular way…. because , you can’t predict how they will answer particular questions

39. non verbal behavior Don’t take all too literally; arms folded across chest

40. pay attention choice in vocabulary comfort expressing self sudden inarticulateness speed of speaking emotional level degree of energy

41. projective techniques people tend to complete the incomplete with their assumptions, attitudes, beliefs, experiences & values

42. paralinguistic how people use their voice and language to convey meaning

43. Non-leading

44. Give me a description picture, of_________. Please sum all of this up for the group…

45. What I like to hear about is how you / family / community is dealing with… How important is that concern?

46. please, keep talking… please, say more... before we move on let’s hear any burning thoughts that you just have to get out…

47. Let’s see, I’m having trouble figuring out how I should word this…

48. I seem to be picking up on a theme here, but I don’t want to put words in your mouths. Let me describe what I am hearing and add to it or change it or make it more accurate.

49. The most annoying thing about a condom is______. The hardest thing about getting tested every 6 months is______.

50. A typical woman in my community resembles____. Most women in my neighborhood would _____ when confronted by that message.

51. Speaking as a average consumer, I’d have to say that your demographic niche is very well targeted!

52. Project SMART Council of Community Clinics San Diego, CA Julie A Minardi jminardi@ccc-sd.org 619.542.4343