Focus groups

1. Focus groups

2. WHAT IS A FOCUS GROUP? • A focus group is a small-group discussion guided by a trained leader. It is used to learn more about opinions on a designated topic, and then to guide future action. • A small group of six to ten people led through an open discussion by a skilled moderator • The ideal amount of time to set aside for a focus group is anywhere from 45 to 90 minutes

3. Focus groups are structured around a set of carefully predetermined questions – usually no more than 10 – but the discussion is free-flowing. Ideally, participant comments will stimulate and influence the thinking and sharing of others. Some people even find themselves changing their thoughts and opinions during the group. • A homogeneous group of strangers comprise the focus group. • It takes more than one focus group on any one topic to produce valid results – usually three or four. Examples:A focus group of parents of pre-schoolers meets to discuss child care needs. Parents share their views on local child care programs, and on what could be done to improve them.

4. HOW ARE FOCUS GROUPS DIFFERENT FROM REGULAR "GROUPS” • It is focused: The group has a specific discussion topic. The group's task is to stay on it. • The group has a trained leader, or facilitator. • The group's composition and the group discussion are carefully planned to create a nonthreatening environment, in which people are free to talk openly. • Members are actively encouraged to express their own opinions, and also respond to other members, as well as to questions posed by the leader. • Because focus groups are structured and directed, but also expressive, they can yield a lot of information in a relatively short time.

5. WHY ARE FOCUS GROUPS USED? • Focus groups help people learn more about group or community opinions and needs. In this respect, they are similar to needs assessment surveys. • Nonverbal communications and group interactions can also be observed. Focus groups can therefore get closer to what people are really thinking and feeling.

6. WHEN SHOULD YOU USE A FOCUS GROUP? When • Considering the introduction of a new program or service. • Your main concern is with depth of opinion, rather than simply with whether people agree or disagree. • You want to ask questions that can't easily be asked or answered on a written survey. • You want to supplement the knowledge you can gain from written surveys. • You have the time, knowledge, and resources to recruit a willing group of focus group participants.

7. Exercise Below are several situations when you might want to know more about community opinions before taking action. How useful would a focus group be in each case? • A new strain of flu is going around. Half the town seems to be catching it. What should be done about it? • A wave of break-ins has hit a nearby neighborhood. How can this be stopped? • A new playground is being planned. What features should go into it?

8. Logical viewpoints: • Controlling the flu is not a matter of citizen opinion, but rather of medical facts, and of public health prevention and treatment. A focus group is probably not helpful here. • Increased police presence may help; but a structured discussion among neighbors might hit upon other useful solutions. A focus group could be quite worthwhile. • Citizen input is definitely called for here. A focus group could be an ideal way for finding it out.

9. Preparing for the focus group

10. Preparing for Focus Groups 1. Decide whether focus groups are appropriate 2.Consider other methods. 3.Decide on the purpose and Recheck goals. Ask: "Why do I want to conduct a focus group?” "Why am I doing this?” "What do I hope to learn?”

11. Preparing for Focus Groups 4. Recruiting and preparing for participants • Members should have some similarity. Consider the following in establishing selection criteria for individual groups: age, gender, power. • Ideally, those invited should be a representative sample of those whose opinions you are concerned about. • Participant inclusion/exclusion criteria should be established upfront and based on the purpose of the study

12. Preparing for Focus Groups 4. Recruiting and preparing for participants • Focus groups participants can be recruited through nomination, random selection, all members of the same group, same role/ job title, volunteers (through flyers) • Select members who are likely to be participative and reflective • Select members who don't know each other

17. Stress the benefits. Why should people come? • Once a group of viable recruits has been established, call each one to confirm interest and availability. Give them times and locations of the focus groups and secure verbal confirmation. Tell them you will mail (or email) them a written confirmation and call to remind them two days before the scheduled group • Over-invite in anticipation of a no-show rate of 10 to 20 percent.

19. 4. Recruiting and preparing for participants • Devise a form to track invitation phone calls. Include an “Address” box for mailing the confirmation letter and a “Comments” box.

20. 4. Recruiting and preparing for participants • Tell participants that the focus group will take about one and half to two hours. Give them a starting time that is 15 minutes prior to the actual start of the focus group to allow for filling out necessary paperwork, having a bite to eat, and settling in to the group. • Arrange for a comfortable room in a convenient location with ample parking. • Arrange for food. At a minimum, offer a beverage and light snack.

21. 4. Recruiting and preparing for participants Reduce barriers to attending when possible by offering: • Evening or weekend groups for those who work during the day • Transportation or taxi fare • Child care services • Interpreter services • A familiar public setting

22. 5. Decide about incentives. • Money • Food • Gifts • Opportunity to share opinions • Enjoyable, convenient and easy to find meeting location • Involvement in an important research project • Build on existing community, social or personal relationship

24. 6. Prepare the questions Twelve is the maximum number of questions for any one group. To be effective, focus group questions should be: • Short and to the point • Focused on one dimension each • Unambiguously worded • Open-ended or sentence completion types • Non-threatening or embarrassing • Worded in a way that they cannot be answered with a simple “yes” or “no” • General to specific • Use "think back" questions • Encourage participants involvement: , examples, choices, rating scales, drawings, etc. • Order the questions that will be comfortable for the participants

25. There are three types of focus group questions: 1. Engagement questions: introduce participants to and make them comfortable with the topic of discussion 2. Exploration questions: get to the meat of the discussion 3. Exit question: check to see if anything was missed in the discussion

26. 6. Prepare the questions.

27. Prepare the questionsexamples • "What are some of your thoughts about what's going on now?” • "Would you say you are satisfied with the current situation, with the way things are going on?"(If so) • "What are you satisfied about? Why is that?" (Or, "What's going well...?") • "Are there things you are dissatisfied with, that you would like to see changed?" (Or, "What's not going well...?")(If so) • "What are they? Why is that? How should they change? What kinds of things would you like to see happen?” • "How about this particular aspect (of the topic). What do you think about that?” • "Are there other recommendations that you have, or suggestions you would like to make?” • "Are there other things you would like to say before we wind up?

28. Prepare the questionsexamples Some "probes", or follow-ups", designed to get more information on a given question: • "Can you say more about that?” • "Can you give an example?” • "Jane says X. How about others of you. What do you think?” • "How about you, Joe. [Or, "you folks in the corner over there...."] Do you have some thoughts on this?” • "Does anyone else have some thoughts on that?” • Summarize what you think you have heard, and ask if the group agrees

29. The focus group is conducted by a team consisting of a moderator and assistant moderator. The moderator facilitates the discussion; the assistant takes notes and runs the tape recorder.

30. Moderator’s traits and skills • Has experience facilitating groups • Is able to listen and think at the same time • Believes that all group participants have something to offer no matter what their education, experience, or background • Has adequate knowledge of the topic • Objectivity is extremely important • Can listen attentively with sensitivity and empathy • Uses an Assistant Moderator

31. Moderator’s traits and skills • Stays relaxed and sets tone • Introduces and guides the discussion • Is someone the group can relate to but also give authority to • Does NOT participate, or share views, or engage in the discussion • Promotes everyone’s participation • Is non-judgmental and respectful • Gives an appreciative welcome and close that acknowledges the participants for giving their time and ideas

32. Assistant Moderator’s traits and skills • Operate recording equipment • Help with equipment & refreshments • Arrange the room • Comes prepared with pens and paper • Sits in the room during the entire discussion where they can see & hear the participants • Note: should not sit by the facilitator • Sketches participant seating arrangement • Note: might use identifiers other than names • Serves as the timekeeper • Does not join in conversation - avoids nodding or reaction

33. Assistant Moderator’s traits and skills • Identifies themes, follow-up questions, body language, confusion, nonverbal communication (especially when no one is speaking), facial expressions, gestures, signs of agreement, disagreement, frustration, concern, etc. • Give an oral summary • Debrief with moderator • Give feedback on analysis and reports • Assistant should be a “fly on the wall” during the discussion and simply observe • If no one knows S/he is there, the job is well done.

34. Double-check. • Review the arrangements. Is everything ready to go?

35. Conduct the focus group

36. Beginning the Focus Group Discussion The facilitator should arrive before the participants, set out the refreshments, and arrange the room so all participants can view one another -- U-shaped seating or all at one table is best. Recommended introduction pattern: 1.Welcome: • Introduce moderator and assistant • Thanks everyone for coming today 2.Overview and topic: • Reviews the group’s purpose and goals • Explains how the meeting will proceed, and how members can contribute • The results will be used for ... • You were selected because

37. Recommended introduction pattern: 3.Ground rules: • No right or wrong answers, only differing points of view • We're tape recording, one person speaking at a time • comments are confidential • Please speak up so we all can hear you. • We're on a first name basis • You don't need to agree with others, but you must listen respectfully as others share their views • Rules for cellular phones • My role as moderator will be to guide the discussion • Please let me know if you have any questions 4.Sets the tone by asking an opening question (such as, “tell us a little bit about yourself” or an ice breaker) 5.First question

39. Beginning the Focus Group Discussion • Both moderator and assistant moderator are expected to welcome participants, offer them food, help them make their name tags, and direct them in completing pre-group paperwork. • Name tags should identify participants with a number written largely for anonymous identification of individuals as they make comments. • At a minimum, all participants should complete a consent form. • It may be important to collect demographic information from participants if age, gender, or other attributes are important for correlation with focus group findings.

41. During the Discussion • Use “Moderator Probes” when needed for clarification • Facilitate the discussion so that everyone is included • Avoid sharing own views on a participant’s remarks (including “That’s a good point”) as this response may bias the response of the other participants • Be aware of how you’re sitting. Make sure that you face everyone in the group and do not start to lean towards one part of the group that seems more animated and engaged. • Don’t be afraid of silence. Give participants the chance to think about their answers.

42. During the Discussion Dealing with challenging participants: • Self-appointed experts: “Thank you. What do other people think?” • The dominator: “Let’s have some other comments.” • The shy participant: Make eye contact; call on them; smile at them. • The participant who talks very quietly: Ask them to repeat their response more loudly.

43. During the Discussion Note Taking • Responsibility of the assistant moderator • Clarity and consistency of note taking • Notes contain different types of information • Quotes • Key points and themes for each question • Follow-up questions that could be asked • Other factors such as passionate comments, body language, or non-verbal activity, head nods, physical excitement, eye contact between certain participants, or other clues that would indicate level of agreement, support, or interest

44. Closing Steps • When all questions have been asked, ask if anyone has any other comments to make • Summarize key points based on focus group discussion • Have we missed anything? • Audio taping ends • Tell the group about next steps that will occur and what they can expect to happen

45. Closing Steps • Thank the group for coming • Give incentives for participation • Immediately after all participants leave, the moderator and assistant moderator debrief while the recorder is still running and label all tapes and notes with the date, time (if more than one group per day), and name of the group.

46. Analyzing the data • Begin by transcribing all focus group tapes and inserting notes into transcribed material where appropriate. • look closely at the information for themes, trends (comments that seem to appear repeatedly in the data) and surprises (unexpected comments that are worth noting).  Keep in mind that context and tone are just as important as the reiteration of particular words.  If a comment (or a number of comments) seemed to be phrased negatively, elicited emotional responses, or triggered many other comments, that would be worth noting in the analysis • Themes: perspectives on the topic that were shared by members of the group and are consistently reflected in the recorded comments.

47. Analyzing the data Transcribing Focus Group Interviews: • Minimize distractions • Identify moderator statements • Type comments word for word • Note special or unusual sounds that could help analysis. For example, if there is laughter, loud voices, shouting, etc. be sure that these are noted in the transcript in parenthesis. Make note if someone was interrupted. • Allow sufficient time

48. Analyzing the data When analyzing focus group data consider . . • CONTEXT: Participant responses were triggered by a stimulus--a question asked by the moderator or a comment from another participant. • INTERNAL CONSISTENCY: Participants in focus groups change and sometimes even reverse their positions after interaction with others.

49. Analyzing the data • FREQUENCY OR EXTENSIVENESS: Some topics are discussed more by participants (extensiveness) and also some comments are made more often (frequency) than others • INTENSITY: Occasionally participants talk about a topic with a special intensity or depth of feeling. • SPECIFICITY: Responses that are specific and based on experiences should be given more weight • FINDING BIG IDEAS

50. Write the report • The final report can take many different shapes, it could be written up in a narrative format that includes an executive summary, background section, methods used, major findings, conclusions, and recommendations. • Use a few quotes to illustrate • Sequence could be question by question or by theme