How to conduct a Focus Group

Focus Groups

Focus groups aim to discover what are the key issues that are of concern for selected groups. Discovering these issues can help determine which of a number of options is the preferred way forward, or to determine what are the concerns that would prevent a proposal going ahead. The focus group may also be undertaken to discover preliminary issues that are of concern in a group or community, and on which to base further research or consultation.

Focus groups should deliver detailed knowledge of the issues that concern a specific demographic or community.

Method:

1. Randomly select 6 to 10 people affected by or interested in the community issue to make up the focus group.
2. Book venue and arrange catering if meeting goes across a meal time.
3. Hire a facilitator.
4. Prepare preliminary questions.
5. Send reminders to participant with time, date, venue and questions.
6. Brief participants and the facilitator on the aims and objectives of the session.
7. Establish ground rules: keep focused; maintain momentum, get closure on questions
8. Encourage shy participants if they feel anxious about revealing their opinions/feelings.
9. Engage a co-facilitator to record issues raised by individuals (may use audio, a/visual, and/or written notes).
10. De-brief the participants and the facilitator.
11. Compile a report of proceedings for the organisers, and offer a copy to the participants.

Uses/strengths:

• Highly applicable when a new proposal is mooted and little is known of community opinions.
• Can be used to develop a preliminary concept of the issues of concern, from which a wider community survey may be undertaken.
• Can be used for limited generalisations based on the information generated by the focus group.
• Particularly good for identifying the reasons behind people's likes/dislikes.
• Produces ideas that would not emerge from surveys/questionnaires, because the focus group allows opportunity for a wider range of comments.

Special considerations/weaknesses:

• Such small groups may not be representative of the community response to an issue.
• May be confronting for some to be open about their opinions depending on how well people know one another.
• People must be able to operate within their comfort zones.
• Requires careful selection to be a representative sample (similar age range or status etc.).
• Skilled facilitators should be hired.