Focus Groups and Their Use

1. Focus Groups and Their Use Getting the Most Out of the Process

2. Why getting it right is important…

3. Focus Groups • Definition: “A form of qualitative research in which a group of people are asked about their attitude towards a product, service, program, concept, advertisement or idea. Questions are asked in an interactive group setting where participants are free to talk with other group members.”

4. Participant Selection • Identify the range of criteria that the group should represent. E.g., various: • Institutes; • scientific profiles or disciplines; • length of time with NRC; • RO levels; • experience working on cross-institute projects; • ages; • gender; • Family/personal situation. • Recruit to ensure a mix of characteristics

5. Participant Recruiting • Express clearly the purpose of the focus group and related project. • Define the general time and commitment that would be required. • Outline why they have been identified as a possible participant if more screening required. • Ask them to provide responses to some general questions related to participant characteristics. • Explain that the selection process will be based on ensuring a mix of participant representation. • Outline next steps.

6. Participant Confirmation • Clearly communicate the selection of individuals. • Define the date, time (start / end) and location of the session. • Outline whether refreshments will be available. • Outline what costs will be covered. • Ask them to confirm their participation. • Clarify about “fill-ins” or “replacements”. • Provide a contact name in case of changes. • Conduct “reminder” calls / communication 24 hours before the session.

7. Focus Group Venues • Choose a neutral, secure space where participants feel free to express themselves (e.g., outside of their office environment). • Choose a meeting space that is appropriate to the group size. • Use a circular, square or rectangular table. All participants should have good visibility of each other and the moderator. • Limit potential for distractions (noise from adjoining room, others entering room, etc.). • Use tent cards so names are easy to see and use.

8. Moderating Tips Moderators should: • be genuinely interested in learning about other’s thoughts and feelings; • be animated and spontaneous; • have a sense of humour; • be emphatic; • be insightful about people; • express thoughts clearly; • be flexible; and • be observant.

9. Moderator First Steps They will: • welcome participants; • provide background on the project; • review, in general, why participants were invited or selected: • detail how the information collected will be used; • confidentiality, access by managers, reporting.,etc. • explain the presence of observers (if required); • probe on whether there are any questions or concerns; • begin to tape or take notes; and • do round table introductions.

10. Role of the Moderator They will: • structure the session; • order questions from the general to the more specific; • pose questions that are easily understood; • ask open ended questions that incite comment from participants, but… • may move to closed-ended when time runs out! • make eye contact; • attempt to engage all participants;

11. Role of the Moderator Throughout the session they will: • employ active listening (they are interested and participate by probing): • “That’s interesting. Tell me more.” • “Can you provide more detail or an example?” • “Can you explain?” • make use of non-verbal cues; • refrain from offering an opinion on the topic or overly expressing similar or conflicting views. Rather, use… • “I respect what you are saying” • “I didn’t know that” • “I hear you”, “fair enough” • and allow periods of silence.

12. Role of Observers or Clients They will generally: • Have no or limited interaction with participants; • sit outside of the area of discussion or in a separate space (e.g., behind mirror); • refrain from or limit interacting with the moderator to avoid disruption to the group dynamic being established; • may request that additional questions be asked – generally done at the end of the session: • Moderator will indicate to group that they will ask client/observer if anything has been missed.

13. Group Dynamics • People behave differently in groups. • Individual characteristics may affect behaviour. • Optimize discussion quality by: • creating a comfortable and cordial atmosphere; • ensuring that the seating and viewing of all session participants, by both the moderator and all others, is of good quality; • No U-shape and participants approx. 3 feet seating space • recognizing that it can take some time to get the group to “gel”; and, • creating an atmosphere of trust.

14. Common Participant Problems • The Self-appointed Expert • Problem: They emphasize their expertise which can inhibit others from talking. • Solution: Remind all that the opinions/experiences of all are valuable. • The Hostile Participant • Problem: They appear angry or hostile. Issue to resolve, feel the group discussion holds no value, etc. • Solution: Make it clear to them that you are interested in their views. Develop their trust by including them in the discussion. • The Shy/Silent Participant • Problem: They say little or are difficult to hear. • Solution: Encourage them to speak by making frequent eye contact. Solicit their opinion by using their name. May use group “census opinion” approach.

15. Common Participant Problems • The Non-stop Talker • Problem: Person speaks at continual length • The Rambler • Verbal diarrhea. Not aware that they are talking non-stop • The Inappropriate Participant • Makes unpleasant or undesirable comments that are out of touch with group setting, circumstances • The “Therapy” Participant • Monopolizes the group by talking about his or her own problems • Solutions: Non-stop can often be addressed by avoiding eye-contact. For therapy, use “playback”. Other techniques: The “gavel”; flattery; confrontation; ejection.

16. Questions Participants Often Ask • How will the results of the session be used? • What will be done with the notes or tapes you have made? • What are your next steps? • Can I get a copy of your report?

17. Questions / Thoughts?