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Focus Group Presentation

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How to conduct a 360 view of you target group

Published in: Health & Medicine, Spiritual

Focus Group Presentation

  1. 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. 2. <ul><li>This publication was </li></ul><ul><li>supported by </li></ul><ul><li>grant number </li></ul><ul><li>U65/CCU923709 from </li></ul><ul><li>The Centers for Disease </li></ul><ul><li>Control and Prevention.   </li></ul><ul><li>Its contents are solely </li></ul><ul><li>the responsibility of the </li></ul><ul><li>authors and do not </li></ul><ul><li>necessarily represent the </li></ul><ul><li>official views of The </li></ul><ul><li>Centers for Disease </li></ul><ul><li>Control and Prevention. </li></ul>The Centers for Disease Control and Prevention to provide capacity building assistance to health departments and community based organizations. focus area 3
  3. 3. <ul><li>Social Marketing as a Resource Tool </li></ul>
  4. 4. you are here
  5. 5. a focus group is NOT… <ul><li>a group interview; where the </li></ul><ul><li>moderator asks questions and </li></ul><ul><li>the participants individually </li></ul><ul><li>provide answers. </li></ul>
  6. 6. <ul><li>focus groups are </li></ul><ul><li>successful when </li></ul><ul><li>participants </li></ul><ul><li>are able to </li></ul><ul><li>talk to each </li></ul><ul><li>other about </li></ul><ul><li>the topic… </li></ul>
  7. 7. advantages <ul><li>produce more </li></ul><ul><li>information </li></ul><ul><li>quicker and </li></ul><ul><li>at less cost than </li></ul><ul><li>individual interviews </li></ul>
  8. 8. limitations <ul><li>results can’t </li></ul><ul><li>be used to </li></ul><ul><li>make statements </li></ul><ul><li>about the wider community… </li></ul><ul><li>they can indicate a range of views </li></ul><ul><li>and opinions, but not the </li></ul><ul><li>distribution among the community </li></ul>
  9. 9. <ul><li>they can paint a picture of </li></ul><ul><li>what is socially acceptable </li></ul><ul><li>in a community rather than </li></ul><ul><li>what is really occurring or </li></ul><ul><li>believed… </li></ul>
  10. 10. <ul><li>limited value in </li></ul><ul><li>exploring complex </li></ul><ul><li>beliefs of individuals </li></ul>in-depth interviews can be more appropriate
  11. 11. <ul><li>asking </li></ul><ul><li>someone </li></ul><ul><li>to explain </li></ul><ul><li>their behavior </li></ul><ul><li>and intent is a psychological impossibility </li></ul>
  12. 12. so…why is the truth so elusive?
  13. 13. Don’t confuse confirmation with consistency.
  14. 14. <ul><li>It is not always easy to </li></ul><ul><li>tell if people are telling </li></ul><ul><li>you the truth. </li></ul><ul><li>It’s not always possible </li></ul><ul><li>for people to get in touch with </li></ul><ul><li>their emotions or motivations. </li></ul>
  15. 15. Beyond Listening: Learning the Secret Language of Focus Groups (Bonnie Goebert) <ul><li>Consumers aren’t </li></ul><ul><li>dishonest; it’s just that </li></ul><ul><li>most people don’t </li></ul><ul><li>listen the right way. </li></ul>
  16. 16. every moderator has a… <ul><li>Naïve </li></ul><ul><li>Playful </li></ul><ul><li>Intellectual </li></ul><ul><li>Inquisitive </li></ul><ul><li>side </li></ul>
  17. 17. <ul><li>so, get over your need as </li></ul><ul><li>a moderator to look or </li></ul><ul><li>sound a certain way…. </li></ul>
  18. 18. <ul><li>Prepare </li></ul><ul><li>questions </li></ul><ul><li>before group . </li></ul>But, do not rely on them word for word; use them as a guideline.
  19. 19. <ul><li>No flip charts; </li></ul><ul><li>Use note takers </li></ul>
  20. 20. questions to ask first <ul><li>What problems / issues do </li></ul><ul><li>you want answered? </li></ul><ul><li>What is the exact problem? </li></ul>
  21. 21. informality <ul><li>relaxed playfulness, </li></ul><ul><li>coupled with a </li></ul><ul><li>professional seriousness </li></ul><ul><li>of purpose works best. </li></ul>
  22. 22. consider the status of your participants
  23. 23. <ul><li>People reveal more when </li></ul><ul><li>they are relaxed and having </li></ul><ul><li>a good time. </li></ul>As long as… the moderator does not trivialize matters
  24. 24. <ul><li>People </li></ul><ul><li>take risks </li></ul><ul><li>if they </li></ul><ul><li>feel safe… </li></ul>Participation is a RISK.
  25. 25. <ul><li>captive audiences </li></ul><ul><li>support groups </li></ul><ul><li>trade groups </li></ul><ul><li>faith based </li></ul><ul><li>neighborhood </li></ul>
  26. 26. <ul><li>convenience sampling </li></ul><ul><li>you select those </li></ul><ul><li>members of the community </li></ul><ul><li>who you think </li></ul><ul><li>will provide </li></ul><ul><li>you with the </li></ul><ul><li>best information </li></ul>
  27. 27. <ul><li>Tell them WHAT you are going to </li></ul><ul><li>be talking about before they agree </li></ul><ul><li>to participate. </li></ul><ul><li>Screen participants </li></ul><ul><li>Follow up sessions (800#, email </li></ul><ul><li>further ideas/comments) </li></ul>
  28. 28. Encourage divergent thinking and thoughts within the group.
  29. 29. <ul><li>Participants often agree </li></ul><ul><li>with responses from </li></ul><ul><li>peers and group leaders. </li></ul>
  30. 30. <ul><li>It is important </li></ul><ul><li>to allow </li></ul><ul><li>participants to </li></ul><ul><li>agree and disagree </li></ul><ul><li>with one another. </li></ul>
  31. 31. asking the right questions in the right way <ul><li>have genuine reactions which </li></ul><ul><li>come from interest in the </li></ul><ul><li>person, rather </li></ul><ul><li>than judging </li></ul>
  32. 32. <ul><li>keep your questions </li></ul><ul><li>short and simple- </li></ul><ul><li>no two-part questions </li></ul>
  33. 33. avoid closed ended ?s <ul><li>Banish Them; </li></ul><ul><li>unless, </li></ul><ul><li>your intent </li></ul><ul><li>is to shut down </li></ul><ul><li>the discussion. </li></ul>
  34. 34. <ul><li>do not word questions </li></ul><ul><li>so people feel </li></ul><ul><li>embarrassed or guilty </li></ul><ul><li>when </li></ul><ul><li>they </li></ul><ul><li>answer </li></ul>
  35. 35. <ul><li>I knew all of you could </li></ul><ul><li>not be agreeing with this. </li></ul><ul><li>Thank you for sharing that! </li></ul><ul><li>Let’s hear </li></ul><ul><li>more. </li></ul>
  36. 36. <ul><li>Makes people </li></ul><ul><li>defensive. </li></ul>Why?
  37. 37. Makes people shut down…Presumably, because when you don’t say it again you are implying, that’s bad. that’s good…
  38. 38. <ul><li>avoid forcing people </li></ul><ul><li>into answering </li></ul><ul><li>questions in </li></ul><ul><li>a particular way…. </li></ul><ul><li>because , you can’t </li></ul><ul><li>predict how they </li></ul><ul><li>will answer </li></ul><ul><li>particular questions </li></ul>
  39. 39. non verbal behavior <ul><li>Don’t take all too literally; </li></ul><ul><li>arms folded across chest </li></ul>
  40. 40. <ul><li>pay attention </li></ul>choice in vocabulary comfort expressing self sudden inarticulateness speed of speaking emotional level degree of energy
  41. 41. projective techniques <ul><li>people tend to </li></ul><ul><li>complete the incomplete </li></ul><ul><li>with their assumptions, attitudes, beliefs, experiences & values </li></ul>
  42. 42. paralinguistic <ul><li>how people use their </li></ul><ul><li>voice and language to </li></ul><ul><li>convey meaning </li></ul>
  43. 43. Non-leading
  44. 44. <ul><li>Give me a description </li></ul><ul><li>picture, of_________. </li></ul><ul><li>Please </li></ul><ul><li>sum all of </li></ul><ul><li>this up for </li></ul><ul><li>the group… </li></ul>
  45. 45. <ul><li>What I like to hear about is </li></ul><ul><li>how you / family / </li></ul><ul><li>community is dealing with… </li></ul><ul><li>How important </li></ul><ul><li>is that concern? </li></ul>
  46. 46. <ul><li>please, keep talking… </li></ul><ul><li>please, say more... </li></ul><ul><li>before we move on let’s hear any </li></ul><ul><li>burning thoughts </li></ul><ul><li>that you just </li></ul><ul><li>have to get out… </li></ul>
  47. 47. <ul><li>Let’s see, I’m </li></ul><ul><li>having trouble </li></ul><ul><li>figuring out </li></ul><ul><li>how I should </li></ul><ul><li>word this… </li></ul>
  48. 48. <ul><li>I seem to be picking up </li></ul><ul><li>on a theme here, </li></ul><ul><li>but I don’t want to put words in your mouths. </li></ul><ul><li>Let me describe what </li></ul><ul><li>I am hearing and add to </li></ul><ul><li>it or change it or make </li></ul><ul><li>it more accurate. </li></ul>
  49. 49. <ul><li>The most annoying thing </li></ul><ul><li>about a condom is______. </li></ul><ul><li>The hardest thing </li></ul><ul><li>about getting </li></ul><ul><li>tested every </li></ul><ul><li>6 months is______. </li></ul>
  50. 50. <ul><li>A typical woman </li></ul><ul><li>in my community </li></ul><ul><li>resembles____. </li></ul><ul><li>Most women in my </li></ul><ul><li>neighborhood would _____ </li></ul><ul><li>when confronted by that </li></ul><ul><li>message. </li></ul>
  51. 51. Speaking as a average consumer, I’d have to say that your demographic niche is very well targeted!
  52. 52. <ul><li>Project SMART </li></ul><ul><li>Council of Community Clinics </li></ul><ul><li>San Diego, CA </li></ul><ul><li>Julie A Minardi </li></ul><ul><li>jminardi@ccc-sd.org </li></ul><ul><li>619.542.4343 </li></ul>

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