Focus Groups

1. Focus Groups

2. A Focus Group Is . . . What • A carefully planned discussion • To listen to the views of selected groups on specific issues Program Development & Evaluation

3. A Focus Group Is . . . Where • Participants feel free to express their views without bias and without being judged Program Development & Evaluation

4. A Focus Group Is . . . Who • Approximately seven to ten people • With shared interests in the issues Program Development & Evaluation

5. A Focus Group Is . . . How • Introduced by a moderator, facilitator. • Supported by someone to record what is said • Three focus groups are the minimum for a study Program Development & Evaluation

6. Why Hold Focus Groups? • To determine feelings, perceptions, manner of thinking and language of participants regarding specific issues • Attitudes and perceptions are best understood by listening to how members of the focus groups talk to one another. • To record qualitative data that can help explain the meaning of quantitative data Program Development & Evaluation

7. Why are we conductingFocus Groups for Gateway? To listen to shared and diverse views on aspects of Gateway and its impacts on participants lives. To understand the value of Gateway for participants as they describe it (including positive and negative) To record attitudes and experiences that demonstrate the feelings, perceptions, manner of thinking and talking of participants regarding Gateway To ensure that records are anonymous, unbiased and represent the range of views expressed by the groups To explain the meaning of quantitative Gateway data Program Development & Evaluation

8. Two Categories of Research for Gateway • Qualitative • Feelings • Meanings • Experiences • Quantitative • Questions (toolkits) • Activity (Snapshots) • Experience (reports) • Together they describe, explain and measure experience Program Development & Evaluation

9. Key questions for Gateway Focus Groups • For Gateway participants: • Has participation affected their lives and that of their families? – if so how? • Has participation changed their attitude to living in Portsmouth? – if so how? • What have been the most important features of Gateway? • For other stakeholders: • Has Gateway affected the issues you address in your work? – if so how? • Has Gateway affected your clients/members? – if so how? • Has Gateway helped of hindered community integration? – if so how? Program Development & Evaluation

10. Selecting Participants for Gateway Focus Groups • Participants i.e. • Community Advisers, ESOL trainees, Health advisers and job club members • Chosen without bias (randomly) to represent the views of participants • Stakeholders i.e. • People to whom clients are referred of who have worked with participants as volunteers, job shadowing • Chosen randomly from those with some engagement but excluding the project team Program Development & Evaluation

11. Notification Procedures For Gateway Focus Groups • Set meeting times for Focus Groups • Contact potential participants by phone or in person (before meeting time) • Send a personalised invitation • Phone (or contact) each person the day before the focus group Program Development & Evaluation

12. Moderator Skills • Moderators should not presume they understand the attitudes of participants they must be unbiased • They should be • Mentally prepared to understand the group, the process, the questions and aims of the focus group • Have a clear, short introduction prepared • Reassure the group of the confidentiality rules • Willing to apply good listening skills • Able to express open questions in simple, clear language • Prepared to use pauses and probes • Aware of the whole group to encourage full participation • Be prepared to summarise and draw appropriate conclusion Program Development & Evaluation

13. Recorder Skills • Recorders should listen and record the attitudes and language of group members without bias. • They should be • Mentally prepared to understand the group, the process, the questions and aims of the focus group • Able to summarise and write down the key points made • Capture specific statements and language that seem to reflect the attitudes of the group • Note who said what giving numbers round the table • Able to ask the Moderator if points are not clear • Aware of the whole group to encourage full participation • Be prepared to summarise and draw appropriate conclusion Program Development & Evaluation

14. Analysis of Outcomes Moderator and recorder will need to meet to: • Start to pick out key points while still in the group • Immediately after the focus group reflect on lessons learnt and assess conclusions • Later-- within days analyse the series of focus groups • Finally, prepare the report Program Development & Evaluation

15. Asking Questions • Use open-ended questions • Avoid biased questions • "Why?" is rarely asked • Use "think back" questions • Carefully prepare focus questions • Consider asking questions in a systematic order Program Development & Evaluation

16. Activity – 1 Open unbiased questions Open, unbiased questions encourage people to express their way of thinking • Do you like Portsmouth? - is a closed question • What do you like about Portsmouth? - is biased Practice in groups of two • Each pair will develop mock interview questions. Begin with open unbiased questions and add more specific, probing questions. • Examples: • What do you think about Portsmouth? • What things about Portsmouth do you like or dislike? • Why do you feel that way? Program Development & Evaluation

17. Active Listening • We were given two ears, but only one mouth. That’s because listening is twice as hard as talking. • The key is tofocus on being a good listener • Use open, unbiased questions – So how has this affected you – not - Have you enjoyed participating • Listen - concentrate on what the speaker is saying - not - your next question • Use body language – lean and tilt your face toward the speaker, keep an open expression – don’t - frown or nod • Use receptive language - I see, uh huh – not – but surely • Summarise in a non biased way - So you see this as an opportunity – not – it must be a great opportunity Program Development & Evaluation

18. Activity – 2Asking and Listening Now, find another pair and take turns asking the questions your team developed Note the listening skills of the interviewer: • Did they make eye contact? • Did the body language encourage participation? Were they listening? • Summarise what was said • Did they catch everything you meant? Program Development & Evaluation

19. Beginning the Focus Group Discussion • The first few moments in focus group discussion are critical. • Create a thoughtful, permissive atmosphere • Provide the ground rules • Set the tone • Recommended introduction pattern: • Welcome • Overview and topic • Ground rules • First question Program Development & Evaluation

20. Running the Group – Give everyone a chance • Make sure all members feel valued • Encourage non-talkers to be more expressive • Look at them and use the pause – it is a powerful prompt • Give verbal and non-verbal (a nod) cues to participants • Encourage those who talk too much to let others speak • Look round the table to check agreement • Check for disagreement – arms crossed –looking away • Smile!! Program Development & Evaluation

21. Ending the Focus Group • Summary question "Is this an adequate summary?" • All things considered question Ask participants to reflect on the entire discussion and then offer their positions or opinions • Final question "Have we missed anything? • Thank the group for coming!!! Program Development & Evaluation