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FOCUS GROUPS

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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  1. FOCUS GROUPS

  2. What are they • NOT group interviews • Focused discussions, small group, physically co-present • Used a lot in market research

  3. what are they most useful for • in-depth understanding – WHY • Speculation (what you would like?) • reaction to proposals, ideas, prototypes • group synergy

  4. 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

  5. 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

  6. 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!

  7. 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

  8. 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

  9. 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

  10. 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

  11. Recording • videotaping • audiotaping • note-taker • Has to be someone other than moderator

  12. Reporting • fast • synthesis of important issues • Key quotations useful but NOT a transcription • Though use a transcription to create report if at all possible

  13. 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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