FOCUS GROUP

WHAT IS A FOCUS GROUP?

“Focus group interviews typically have five characteristics or features: (a) people, who (b) possess certain characteristics, (c) provide data (d) of a qualitative nature (e) in a focused discussion.”

-Focus Groups: A Practical Guide for Applied Research (Krueger)

EXAMPLES

• A group of coal miners sit around a small conference room discussing mine safety. They all agree that safety is important, but some argue that existing safety regulations are too unrealistic or impractical to be implemented.

• A group of employees sit in a conference room discussing access to email and other work functions from mobile devices. One participant says answering emails on his phone will save him time. Another participant worries that her supervisor will expect her to reply to emails at all hours if she has access on her phone.

USES OF FOCUS GROUPS

• Exploration and Discovery• Collect info that will be used to guide development of a survey• Collect info for a needs assessment• Test a new product before development

• Context and Depth• Adding new topics or population groups to a survey• Delving deeper into a survey topic• Testing a product with a new audience

• Interpretation• Deciding how to use survey results• Discuss applications with end users

-Focus Group Guidebook (Morgan)

USES OF FOCUS GROUPS

• Stand-alone data collection method, or • Supplement other qualitative or quantitative research

methods• In-depth personal interviews• Survey development• Needs assessment• Product development

FOCUS GROUPS FOR SURVEY RESEARCH

• Identify topics/themes that are of interest to population• Use this to add questions on these topic/themes• Cut questions that are not relevant, not applicable, or show no variation

• Get more detail on a topic so that you don’t have to ask open-ended questions

• Which of the following are reasons why you do not have health insurance? Too expensive, No health problems, …

• Get reaction to survey materials such as advanced letters, envelopes, etc. • Explore methods to boost cooperation: what type of incentives would people

prefer?

STRENGTHS OF FOCUS GROUPS (OVER OTHER QUAL./QUAN. METHODS)

• If you’re unfamiliar with a topic, you can learn a lot quickly (often used as the first step in research)

• Can be used to observe interactions or group dynamics

• Generate hypotheses (that can be tested using quantitative methods)

• Cheaper/quicker than other methods

LIMITATIONS OF FOCUS GROUPS

• Some topics are too sensitive or controversial to be discussed in a group setting (social desirability)

• Discussions can get easily sidetracked/derailed

• Limited generalizability of findings/results

• Cannot quantify findings or determine statistical significance

THE WHAT, WHY, WHO, HOW, WHEREWhat Review research objectivesWho Determine number and type of

participantsRecruit and schedule participants

Where

Determine test location and equipment

Why Identify major topic areas of interestHow Script focus group questions

Develop focus group guide

THE WHAT, WHY, WHO, HOW, WHEREWhat Review research objectives

Who Determine number and type of participantsRecruit and schedule participants

Where

Determine test location and equipment

Why Identify major topic areas of interest

How Script focus group questionsDevelop protocol guide

4MAT

Adapted from McCarthy's 4MAT

WHY?

Value of focus groupsExamples of focus group topicsSetting aims of focus group

WHAT?

Logistics of focus groups

When?

Where?

Who? Organising, facilitating and participating

Incentives

HOW?

Using 4MAT

Structuring focus groups

Focus group toolkit

Facilitating focus groups - briefing, facilitating the discussion, debriefing

Recording the discussion

WHAT ELSE?

Analysing focus group dataReporting on focus group findings

WHAT’S THE FOCUS GROUP ABOUT: REVIEW RESEARCH OBJECTIVES

• Start with the overall research objectives / study goals• Identify what do you already know about the topic• Determine what new information you want to learn• Determine what information you want to explore in more detail• Decide how are you going to use this information

REVIEW RESEARCH OBJECTIVES: EXAMPLE

Step Personal Health Records ExampleStudy goals: Learn about healthcare consumers

understanding, experiences, needs, and concerns about the ways technology can be used within the healthcare system

What do you already know about the topic:

Research has shown that use of electronic PHRs can save consumers money and improve health, yet they are not being used extensively.

What do we want to learn through focus groups:

Why aren’t more consumers using electronic PHRs to manage their health information?

How will we use this info:

Provide recommendations for improving PHRs and promoting awareness.

REVIEW RESEARCH OBJECTIVES: YOUR TURN

Step Your StudyStudy goals:

What do you already know about the topic:

What do we want to learn through focus groups:

How will we use this info:

WHY: IDENTIFY MAJOR DISCUSSION TOPICS

• Once you identify what you want to learn, identify major discussion topics (brainstorm)

• Why are we doing these focus groups: • What is the most important question your research must answer?• What’s the next most important question?• And so on …

• Consult with project team members as needed• Consider how topic areas may need to differ by participant selection

IDENTIFY MAJOR DISCUSSION TOPICS: EXAMPLE

• Why aren’t more consumers using electronic PHRs to manage their health information?

• Consumers who have not used electronic PHRs• How familiar are consumers with electronic PHRs?• How do consumers currently manage their health information?• What are the most important factors consumers consider when

deciding how to manage their health information• What are their biggest concerns/fears about using PHRs?

• Narrow list of discussion topics to about 4 major topic questions per hour (more if questions are more specific)

SCRIPTING QUESTIONS: EXAMPLE 2

• Bad: Why do you use the mobile device you have?

• Better: What kind of mobile device do you use at work?

• Best: How did you decide what kind of mobile device to use at work?

WELCOME/INTRODUCTION

• Welcome• Introduce yourself, note-taker AND people behind the glass• Make participants feel comfortable

• Informed consent (if required)• Read or summarize consent, ask participants to sign• Note audio-recording if applicable• Explain confidentiality

• Go over ground rules• Refreshments, restrooms, cell phones off or on vibrate• No right or wrong answers • Like to hear from everyone

PRE/POST QUESTIONNAIRES

• Pre questionnaire:• Use to collect information about your participants without wasting valuable time during the

focus group• Use to determine how familiar/knowledgeable participants are with topic at start of focus

group• Post questionnaire:

• Can be same as pre-questionnaire to monitor changes in opinion or knowledge• Can be a handy way to summarize participants’ opinions on discussion topics

• Keep questionnaires short (5 minutes)

QUESTIONS/DISCUSSION

4. MODERATING FOCUS GROUPS

Understanding the group Process

Model of group phases (Ritchie and Lewis 2003)

Forming Testing and dependence

Dependence on the leader

Storming

Intragroup conflict Criticism

Norming Development of group cohesion

Optimism

Performing Functional role relatedness

Cohesiveness

Adjourning (Mourning) Termination, Separation

THE IDEAL MODERATOR:

• Has adequate knowledge of topic• Has good communication skills• Is similar to / can build a rapport with participants• Can maintain balanced viewpoint• Is prepared for surprises• Reports accurately, even if it’s uncomfortable• Has Experience with:

• group dynamics• neutral probing/feedback

WHAT THE MODERATOR DOES

• Welcome/Introductions• Leads discussion• Concludes discussion

WELCOME/INTRODUCTION

• Make participants feel comfortable• Read or paraphrase this welcome/introduction in protocol guide• Make sure to collect informed consent• Notify participants of observers and/or audio recording• Go over any ground rules• Let participants get refreshments and get situated before starting actual

focus group discussion

LEADS DISCUSSION

• Provides unobtrusive control• Manages group dynamics• Asks spontaneous probes as needed to gather more information • Provides unbiased feedback• Summarize/verify information • Manages time

TIPS FOR MANAGING GROUP DYNAMICS

• Dominant talkers:• Don’t look at them when you ask a question.• (Politely) cut them off: “Thank you Amanda. Does anyone else have an experience they’d like to

share?”• Ramblers/Off-topic:

• Avoid eye contact after so long off topic, look down or at clock• Be prepared to interject at next pause

• Shy participants: • Maximize eye contact• Call by name: I’ve heard from some of you on this and I want to hear from the rest of you. Sarah,

what is your experience with X?

TIPS ON SPONTANEOUS PROBING

• Leading probes:• So you had a hard time with that then?• You didn’t want to learn more about that?• Was that difficult for you?

• Neutral probing:• Can you tell me more about that?• Would you explain that further?• Can you give me an example?• Is there anything else?

SUMMARIZE/VERIFY INFORMATION

• As needed, summarize/paraphrase what has been said• I understand that work-life balance is your most important concern.• Safety is critical, but some of the precautions you’re asked to follow are pointless or unrealistic.

Is that correct?• See if anything has been missed?

• Did I miss anything?• Does anyone have anything else to add?

• Probe on any subtopics you didn’t cover• We talked about X, but I’m also interested in Y

• Move on to next topic

CONCLUSION / WRAP-UP

• Be sure to leave time for wrap-up, especially for sensitive topics or intense discussions• Ask participants to identify most important issues

• Of everything we have discussed, what is the most important?• If you could make one request to X, what would it be?

• Summarize major themes (ask note-taker for help)• Ask if its an adequate summary• Ask if anything has been missed, anything to add

• Check with observers to see if they have any questions/clarifications• Pay participants!

DEALING WITH DIFFICULT SITUATIONS

• Too many people show up• Participants bring their children• Only a few attend• Group is reluctant to talk• Can’t get them to stop talking

PLAN YOUR RESPONSE…

• 20 minutes into the focus group, and Sarah has not said anything…

• You can’t get Joe to stop talking…

• John mentions something interesting, but you don’t want to interrupt because there’s a good discussion going…

ROLE OF NOTE-TAKER

• Can Handle logistics & refreshments• Collects signed informed consent (if required)• Takes careful notes• Does not participate in discussion• Can recap major themes at end of discussion (used before wrap-up question)• Monitors recording equipment• Liaison between moderator and observers/clients• Debriefs with moderator after session• Assist with analysis and reports

ROLE OF CO-MODERATOR

• Not required, but can be useful in some situations• Balance out strengths/weaknesses in moderator• Use to match moderator (without being obvious)• Switch leading focus group (good for long or intense focus groups)• Support leader by keeping on track, recapping major themes, etc.

5. RECRUITING AND SCHEDULING

(REVIEW ON YOUR OWN)

RECRUITING TIPS

• Recruit extras due to no-shows or cancellations• Example: Recruit 12 to ensure at least 8 show up

• Schedule sessions about 3-4 weeks ahead• Any earlier and they may forget or make new plans• Any later and you may not be able to recruit enough participants

• Send them an email or letter confirmation• Remind them the day before (by email or phone)

TESTING LOCATION

• At a minimum, use a large conference room (at your organization’s offices, hotel conference room)

• For numerous focus groups: formal observation rooms are nice (see picture on next slide)

• One-way mirror so you can see them, but they can’t see you• Microphones in ceiling to pick up voices, but not other sounds (paper shuffling)• Video-taping capability

• Rent a focus group facility• Usually very nice but can be expensive ($1,000 for 2-hour session)

AT LEAST THREE WEEKS BEFORE FOCUS GROUP

• Get started on recruitment• Organize your incentives• Develop your focus group guide

ONE WEEK BEFORE THE FOCUS GROUP• Final your focus group guide• Organize roles in the test:

• Meet and greet• Observers/Stakeholders• Moderator• Note-takers

• Do a practice run on any equipment• Arrange any refreshments

• At a minimum provide beverages• Tailor food to participants / time of day• Nothing messy or loud

PREPARE YOUR MATERIALS• Develop consent forms, screeners• Instructions/directions for participants• Prepare any visual materials for participants• Pretest/posttest questionnaires

THE DAY BEFORE / MORNING OF

• Send out reminders:• Phone or email to respondents• Email to observers, stakeholders, note-takers

• Equipment/Facility• Make sure the room you’ll use is tidy• Make sure your meet/greet person

has the final list of participants’ names• Incentives are available• Check any equipment (video/audio recording)

FOCUS GROUPS: A QUALITATIVE DATA COLLECTION METHOD

• Focus groups are a qualitative data collection method • When reporting the findings the rationale should be provided for the research

along with the methods used• Is the research…

• Justified• Rigorous• Systematic• Transparent

THANK YOU