Organizing a Focus Group
Conducting Qualitative Research with Stakeholders or Customers
Jun 27, 2009
It is important to structure the focus group to ensure that the information gathered can be put to good use. The steps in preparing for a focus group include: determining the goals, selecting and inviting participants, determining questions and activities, selecting a venue, preparing for the session and writing a report of the findings in the end.
The Goals of the Focus Group
What are the goals of the focus group? Determine the desired outcome of the focus group. For example, a goal of a focus group can be:
- To obtain ideas for or feedback on new products or services
- To test marketing strategies
- To understand the underlying issues to a problem
- To test navigation and content of a web site
- To understand needs
The Focus Group Participant List
It is important to select participants carefully to ensure that they are a good representation of the larger group. Careful focus group participant selection will mean that the results of the sample can be extrapolated to the larger customer or stakeholder population. To avoid a bias, call out to the larger population and review the results. If there is an abundance of one section of a demographic, repeat the call out to a more targeted group. Be sure to include the purpose and benefits of the focus group to participants. Trainers can include an incentive such as a cash payment, entry into a draw or catering.
Questions and Activities
Structure the focus group to provide background information on the topic up front using a PowerPoint slide presentation or video. Once the stage has been set with the background information, direct the discussion with open-ended questions. Word the questions to be free of bias. It is also important to be sure that the questions to not lead the participants to an answer.
Room, Catering, Audio Visual Equipment and Supplies
The room should be large enough so that the tables and chairs can be arranged in a boardroom layout to allow for discussion. Flip charts are handy when capturing ideas from brainstorming sessions. A projector and computer may be required if the introduction is delivered by a PowerPoint presentation. Catering can be as simple as beverages (coffee, tea, water, juice and pop) during a break to snacks or a meal depending on the length of the focus group. Other possible supply needs include: markers, paper, pens, painter’s tape (so that flip chart paper can be posted on the walls) and tent cards (where names of the participants are displayed for the moderator).
The Day of the Focus Groups
There are two important positions required the day of the focus group: the moderator and the note taker. The moderator ensures that the tone for free flowing discussion is set from the opening of the focus group. The moderator also asks neutral, open-ended follow-up questions when a point someone makes requires clarification. A good moderator is someone who is friendly, open minded to a wide range of points of view and has the ability to encourage people to speak openly and honestly. The note taker captures the dialogue to be reviewed when the report of focus group findings is written.
Report of the Focus Group Findings
After the focus group, it is important to capture the findings in a report. The report should outline the goal(s) of the focus group and how they were achieved. The questions posed to the group should be included as well as a detailed account of the feedback. The findings should then be analyzed so that a section on recommendations can be written.
Focus groups are a powerful tool to obtain qualitative research findings in order to direct strategic planning for a company or organization. Feedback from customers, clients and/or stakeholders can be incredibly valuable when shaping present and future initiatives.
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