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FOCUS GROUPS PowerPoint PPT Presentation


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FOCUS GROUPS. What are they. NOT group interviews Focused discussions, small group, physically co-present Used a lot in market research. what are they most useful for. in-depth understanding – WHY Speculation (what you would like?) reaction to proposals, ideas, prototypes group synergy.

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FOCUS GROUPS

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Focus groups l.jpg

FOCUS GROUPS


What are they l.jpg

What are they

  • NOT group interviews

  • Focused discussions, small group, physically co-present

  • Used a lot in market research


What are they most useful for l.jpg

what are they most useful for

  • in-depth understanding – WHY

  • Speculation (what you would like?)

  • reaction to proposals, ideas, prototypes

  • group synergy


Caveats l.jpg

caveats

  • conceptual/retrospective not actual/activity

  • only what they can and will articulate

  • may be the response in the moment – which may change over time

  • strong personalities are a hazard

  • groupthink


Participants l.jpg

participants

  • Number: 5 to 9

  • Qualities of participants

    • Outspoken enough

    • Homogeneous group, but heterogeneous views

    • Beware of power relations

  • For multiple types of participants need multiple groups

  • Recruitment

    • Paid; ‘professional’

    • As you would recruit other subjects


Logistics l.jpg

logistics

  • 1- to 1 1/2 hours

  • round table, chairs in circle

  • comfortable room, good sightlines, acoustics

  • Food and drink with care – they have to be able to talk!


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guiding the discussion

  • know your objectives

  • don’t try to do too much – 2-4 major topics is probably all

  • have an outline of how you want to proceed

  • be ready to be flexible if need be – or to reign in the discussion

  • Stick to the time limit


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moderator’s role

  • encourage discussion

  • encourage them to talk with one another not you

  • bring in people who aren’t speaking

  • Bring out a variety of viewpoints

  • keep on discussion track w/o stifling

  • allow silence

  • avoid premature closure


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Moderator, cont.

  • Ensure safety

  • Listen and regroup as needed

  • Do NOT act as a leader

  • Preferably not connected with the topic

    • However, for some topics, really need someone who understands topic, terminology

  • Use 2 people if possible – one to guide, one to take notes


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Introducing the process

  • introduce purpose, sponsorship if applicable

  • Lay out guidelines, e.g. time

  • Be clear on the topic(s) of discussion

  • make introductions

  • Specify that you are interested in thoughts not decisions


Recording l.jpg

Recording

  • videotaping

  • audiotaping

  • note-taker

    • Has to be someone other than moderator


Reporting l.jpg

Reporting

  • fast

  • synthesis of important issues

  • Key quotations useful but NOT a transcription

    • Though use a transcription to create report if at all possible


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Web-based focus groups

  • Method

    • Real time conferencing

    • Asynchronous conferencing

  • benefits:

    • Distant participants

    • Convenient for participants

    • Immediate transcript

  • Difficulties

    • Less synergy

  • All the usual pros and cons of electronic communication

  • Example: http://www.surveycompany.com/onlinesurveys/focusgroup.html

    • [this is not a recommendation; just one you can observe]


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