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Planning and 
facilitating focus 
groups 
Jo Alcock 
Evidence Base, Birmingham City University 
jo.alcock@bcu.ac.uk 
@joeyanne
Workshop introduction 
This workshop will cover all elements involved in planning 
and facilitating focus groups. We will cover the logistics; 
techniques to attract attendees; activities to engage 
participants; techniques to improve facilitation; and how to 
record and share the results of the focus group. The 
workshop will be interactive in nature, with discussion 
points throughout, and an opportunity to try things out.
https://www.flickr.com/photos/94371817@N00/3932774410 
Voting activity 
Understanding previous experience with focus groups
Learning outcomes 
By the end of the workshop, attendees will be able to: 
1. Understand the value of focus groups 
2. Plan, organise and facilitate a focus group 
3. Prepare focus group activities 
4. Report findings from focus groups
Workshop overview 
What are focus groups? 
Why? Value of focus groups 
What? Planning and logistics 
How? Structuring and encouraging discussion 
What else? Using the information from focus groups
https://www.flickr.com/photos/nataliejohnson/2122722198 
Icebreaker activity 
Which represents something about you?
“A focus group is a form of qualitative 
research in which a group of people are 
asked about their perceptions, opinions, 
beliefs, and attitudes towards a product, 
service, concept, advertisement, idea, or 
packaging. Questions are asked in an 
interactive group setting where 
participants are free to talk with other 
group members.” 
– Wikipedia
“A focus group is a form of qualitative 
research in which a group of people are 
asked about their perceptions, opinions, 
beliefs, and attitudes towards a product, 
service, concept, advertisement, idea, or 
packaging. Questions are asked in an 
interactive group setting where 
participants are free to talk with other 
group members.” 
– Wikipedia
Why?
Why use focus groups? 
Maximise feedback 
Gain a group opinion 
Inform further research 
Initiate or stimulate discussion on ‘hot’ topics
When are focus groups 
useful? 
Complex research question with variety of viewpoints 
User-focused developments 
Understanding reasons for behaviour 
Limited resources (time and staff)
Examples of focus group 
topics in libraries 
Feedback on current services 
Use of library space 
Focus of library budget - print or electronic resources? 
Options for supporting enquiries 
Planning for future
Setting the aims of the focus 
group 
1. What do you want to find out from the focus group? 
2. What actions could the findings result in? 
3. What would you need to know to inform those decisions? 
4. Who would you need information from to inform the 
decisions? 
5. Who else might have an interest in the results of the focus 
group, and could they provide any support?
https://www.flickr.com/photos/8489692@N03/4330199412 
Agree/disagree activity 
How much do you agree or disagree with the following?
What?
Focus group logistics - when? 
1.5-2 hours uninterrupted time 
Advertised well in advance 
Day and time suitable for participants and facilitators (this 
may require evening/weekend options depending on user 
groups) 
Lunchtime can be a good time if interested in views from 
those who are on campus most days - you may wish to 
offer food/drink as an incentive
Focus group logistics - where? 
Convenient location for attendees and facilitators 
Private space (neutral space if appropriate) 
Room with plenty of space, light, and usable wall space 
Group discussion layout (or adjustable furniture)
Focus group logistics - who? 
Organisers 
One key contact email/phone number for participants to 
contact 
Confirm all details with participants the day before the 
focus group (this sometimes results in cancellation 
notifications) 
Eventbrite can be used to help manage bookings
Focus group logistics - who? 
Facilitators 
At least two people 
One to facilitate - needs to know subject, research 
question, and intended use of focus group findings 
One to record - needs to be able to take comprehensive 
notes, and be aware of the subject 
May wish to use people who are unknown to participants
Focus group logistics - who? 
Participants 
People with an interest in the topic 
People who are willing to talk openly 
Representative of users identified when setting the aims - 
experience/knowledge, demographic factors, attitudes 
Range and group size - may choose to have mixed groups, 
or groups with similar types of users together
Incentives 
What's in it for them? 
What could you offer at little or no cost to you that 
would nonetheless be of some value to them? 
Cash 
Amazon vouchers 
Printing credits
https://www.flickr.com/photos/41117344@N05/5146172013 
Prioritisation activity 
Which are your favourites?
How?
4MAT 
Adapted from McCarthy's 4MAT
Planning the discussion 
Plan topics to discuss and some prompt questions to 
assist 
Start with the broader topics, then follow with more 
specific topics 
Don’t be too prescriptive unless you need to be - focus 
groups are a useful way to unearth new topics 
Allow plenty of time for each topic (you probably won’t be 
able to cover as much as you think so keep it simple!)
Focus group structure - 
electronic or print? 
Time Topic 
15 minutes Briefing 
10 minutes Ice breaker 
20 minutes Preferences and why 
20 minutes Features and functionality 
20 minutes Accessing and using resources 
20 minutes The future 
15 minutes Debriefing
Focus group toolkit 
Do not disturb sign 
Attendee list and register 
Discussion plan 
Timer 
Pens and paper 
Activity materials - stickers, post-its 
Recording equipment 
Music
Briefing 
Welcome and thanks 
Timings (incl. breaks if applicable) and structure 
Recording methods (and request permission to record) 
Roles - expectations and responsibilities for participants and 
facilitators 
How information from focus group will be analysed and used 
Opportunity for participants to ask any questions
Facilitating the discussion 
Gain rapport - ensure to create a positive 
impression before the focus group, as they 
arrive, and in the introduction and icebreaker 
Encourage discussion by asking open 
questions 
Focus on the process, not the content - use 
your structure and planning to help 
Have confidence in yourself and your ability 
to facilitate
Debriefing 
What happens next 
Any further follow up (seek permission and ways to 
contact them) 
Offer incentives to stay in touch 
Offer opportunity for them to ask any final questions 
Thank them for their time and arrange incentives
Recording the discussion 
Make notes in addition to any audio/video recording as a 
backup 
Review notes shortly afterwards to make sure legible and 
understandable 
Ensure to record responses to activities and if possible 
record who gave each response 
Aim to write up the focus group shortly afterwards so the 
discussion is fresh in your mind
https://www.flickr.com/photos/11247304@N06/1340979055 
Creative thinking activity 
What would your perfect snack be?
Planning focus group 
activities 
https://www.flickr.com/photos/41117344@N05/5146172013 
https://www.flickr.com/photos/11247304@N06/1340979055 
https://www.flickr.com/photos/94371817@N00/3932774410 
https://www.flickr.com/photos/ 
8489692@N03/4330199412 
https://www.flickr.com/photos/ 
nataliejohnson/2122722198
What else?
Qualitative analysis 
1. Transcribe information 
2. Extract key themes - be 
open minded to all options 
3. Pull together information 
on each theme 
4. Present findings based on 
themes, opinions, and 
strength of opinions
Reporting 
1. Introduction 
2. Methodology 
3. Findings 
4. Conclusions 
5. Recommendations
Overall all respondents were positive about 
having ebook versions of key texts, but this 
was only as a supplement to printed materials 
and not as a complete replacement to them: 
‘Core books as ebooks is OK but easier to 
look through printed books’ 
– Extract from Evidence Base report on ebook focus groups
Recap
Why? 
Value of focus groups 
Examples of focus group 
topics 
Setting aims of focus 
group
What? 
Logistics of focus groups 
When? 
Where? 
Who? Organising, 
facilitating and 
participating 
Incentives
How? 
Using 4MAT 
Structuring focus groups 
Focus group toolkit 
Facilitating focus groups - 
briefing, facilitating the 
discussion, debriefing 
Recording the discussion
What else? 
Analysing focus group data 
Reporting on focus group 
findings
Planning and 
facilitating 
focus groups 
Jo Alcock 
Evidence Base 
jo.alcock@bcu.ac.uk 
@joeyanne 
https://www.flickr.com/photos/travelinlibrarian/223839049

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Planning and facilitating focus groups

  • 1. Planning and facilitating focus groups Jo Alcock Evidence Base, Birmingham City University jo.alcock@bcu.ac.uk @joeyanne
  • 2. Workshop introduction This workshop will cover all elements involved in planning and facilitating focus groups. We will cover the logistics; techniques to attract attendees; activities to engage participants; techniques to improve facilitation; and how to record and share the results of the focus group. The workshop will be interactive in nature, with discussion points throughout, and an opportunity to try things out.
  • 3. https://www.flickr.com/photos/94371817@N00/3932774410 Voting activity Understanding previous experience with focus groups
  • 4. Learning outcomes By the end of the workshop, attendees will be able to: 1. Understand the value of focus groups 2. Plan, organise and facilitate a focus group 3. Prepare focus group activities 4. Report findings from focus groups
  • 5. Workshop overview What are focus groups? Why? Value of focus groups What? Planning and logistics How? Structuring and encouraging discussion What else? Using the information from focus groups
  • 7. “A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.” – Wikipedia
  • 8. “A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.” – Wikipedia
  • 10. Why use focus groups? Maximise feedback Gain a group opinion Inform further research Initiate or stimulate discussion on ‘hot’ topics
  • 11. When are focus groups useful? Complex research question with variety of viewpoints User-focused developments Understanding reasons for behaviour Limited resources (time and staff)
  • 12. Examples of focus group topics in libraries Feedback on current services Use of library space Focus of library budget - print or electronic resources? Options for supporting enquiries Planning for future
  • 13. Setting the aims of the focus group 1. What do you want to find out from the focus group? 2. What actions could the findings result in? 3. What would you need to know to inform those decisions? 4. Who would you need information from to inform the decisions? 5. Who else might have an interest in the results of the focus group, and could they provide any support?
  • 14. https://www.flickr.com/photos/8489692@N03/4330199412 Agree/disagree activity How much do you agree or disagree with the following?
  • 15. What?
  • 16. Focus group logistics - when? 1.5-2 hours uninterrupted time Advertised well in advance Day and time suitable for participants and facilitators (this may require evening/weekend options depending on user groups) Lunchtime can be a good time if interested in views from those who are on campus most days - you may wish to offer food/drink as an incentive
  • 17. Focus group logistics - where? Convenient location for attendees and facilitators Private space (neutral space if appropriate) Room with plenty of space, light, and usable wall space Group discussion layout (or adjustable furniture)
  • 18. Focus group logistics - who? Organisers One key contact email/phone number for participants to contact Confirm all details with participants the day before the focus group (this sometimes results in cancellation notifications) Eventbrite can be used to help manage bookings
  • 19. Focus group logistics - who? Facilitators At least two people One to facilitate - needs to know subject, research question, and intended use of focus group findings One to record - needs to be able to take comprehensive notes, and be aware of the subject May wish to use people who are unknown to participants
  • 20. Focus group logistics - who? Participants People with an interest in the topic People who are willing to talk openly Representative of users identified when setting the aims - experience/knowledge, demographic factors, attitudes Range and group size - may choose to have mixed groups, or groups with similar types of users together
  • 21. Incentives What's in it for them? What could you offer at little or no cost to you that would nonetheless be of some value to them? Cash Amazon vouchers Printing credits
  • 23. How?
  • 24. 4MAT Adapted from McCarthy's 4MAT
  • 25. Planning the discussion Plan topics to discuss and some prompt questions to assist Start with the broader topics, then follow with more specific topics Don’t be too prescriptive unless you need to be - focus groups are a useful way to unearth new topics Allow plenty of time for each topic (you probably won’t be able to cover as much as you think so keep it simple!)
  • 26. Focus group structure - electronic or print? Time Topic 15 minutes Briefing 10 minutes Ice breaker 20 minutes Preferences and why 20 minutes Features and functionality 20 minutes Accessing and using resources 20 minutes The future 15 minutes Debriefing
  • 27. Focus group toolkit Do not disturb sign Attendee list and register Discussion plan Timer Pens and paper Activity materials - stickers, post-its Recording equipment Music
  • 28. Briefing Welcome and thanks Timings (incl. breaks if applicable) and structure Recording methods (and request permission to record) Roles - expectations and responsibilities for participants and facilitators How information from focus group will be analysed and used Opportunity for participants to ask any questions
  • 29. Facilitating the discussion Gain rapport - ensure to create a positive impression before the focus group, as they arrive, and in the introduction and icebreaker Encourage discussion by asking open questions Focus on the process, not the content - use your structure and planning to help Have confidence in yourself and your ability to facilitate
  • 30. Debriefing What happens next Any further follow up (seek permission and ways to contact them) Offer incentives to stay in touch Offer opportunity for them to ask any final questions Thank them for their time and arrange incentives
  • 31. Recording the discussion Make notes in addition to any audio/video recording as a backup Review notes shortly afterwards to make sure legible and understandable Ensure to record responses to activities and if possible record who gave each response Aim to write up the focus group shortly afterwards so the discussion is fresh in your mind
  • 33. Planning focus group activities https://www.flickr.com/photos/41117344@N05/5146172013 https://www.flickr.com/photos/11247304@N06/1340979055 https://www.flickr.com/photos/94371817@N00/3932774410 https://www.flickr.com/photos/ 8489692@N03/4330199412 https://www.flickr.com/photos/ nataliejohnson/2122722198
  • 35. Qualitative analysis 1. Transcribe information 2. Extract key themes - be open minded to all options 3. Pull together information on each theme 4. Present findings based on themes, opinions, and strength of opinions
  • 36. Reporting 1. Introduction 2. Methodology 3. Findings 4. Conclusions 5. Recommendations
  • 37. Overall all respondents were positive about having ebook versions of key texts, but this was only as a supplement to printed materials and not as a complete replacement to them: ‘Core books as ebooks is OK but easier to look through printed books’ – Extract from Evidence Base report on ebook focus groups
  • 38. Recap
  • 39. Why? Value of focus groups Examples of focus group topics Setting aims of focus group
  • 40. What? Logistics of focus groups When? Where? Who? Organising, facilitating and participating Incentives
  • 41. How? Using 4MAT Structuring focus groups Focus group toolkit Facilitating focus groups - briefing, facilitating the discussion, debriefing Recording the discussion
  • 42. What else? Analysing focus group data Reporting on focus group findings
  • 43. Planning and facilitating focus groups Jo Alcock Evidence Base jo.alcock@bcu.ac.uk @joeyanne https://www.flickr.com/photos/travelinlibrarian/223839049