Author: Heather Haught
Focus groups are a key tool for understanding business and industry needs in your region. They provide detailed information and insights that cannot be obtained using other survey methods. Focus groups can assess not only employers’ satisfaction with existing programs and services, but also the reasons for this level of satisfaction and ideas for how programs and services can be improved. In the following sections, we define the characteristics of focus groups and outline five tips for conducting them effectively.
Focus Group Characteristics
Focus groups are small groups of five to 10 people who participate in a discussion facilitated by a skilled moderator while an assistant moderator takes notes. Groups should be large enough to generate rich conversation but small enough that all participants have the opportunity to share their ideas. Multiple focus groups (usually three to four) should be conducted to ensure that the information obtained from each group is reliable and characteristic of the population of interest. You have conducted enough focus groups when you stop encountering new ideas. Some tips for conducting focus groups and analyzing results are outlined below.
Tips for Conducting Focus Groups
1. Sessions should be between 60–90 minutes. Participants tend to lose interest and be less productive when the discussion extends beyond this time frame.
2. Use a prepared script. The recommended pattern for effectively introducing the group discussion is as follows: 1) welcome participants; 2) introduce the moderator; 3) explain the purpose of the focus group; 4) set the ground rules; and 5) ask the first question.
3. Ask open-ended questions. Avoid using dichotomous questions that can be answered with “yes” or “no.” These questions stifle discussion. Use open-ended questions instead. Asking participants to report what they like about a program will elicit more detailed information than asking if they liked it.
4. No more than 10 questions per session. Order questions in a logical way. The moderator’s goal is to elicit the maximum number of unique ideas from as many people as possible in the time allotted.
5. An assistant moderator should take notes. Notes should be organized in a clear and consistent manner because they are sometimes interpreted days or weeks after the focus group session. If possible, the focus group should be recorded.
The goal of this article was to provide individuals interested in understanding business and industry needs with a few quick tips for conducting focus groups effectively. A more detailed guide to focus group interviewing and analysis can be found here.