في عناوين الصحف

6 Tips and tricks on how to conduct a successful focus group

Al Qasimi Foundation
سبتمبر 29, 2016

6 Tips and tricks on how to conduct a successful focus group

Focus groups tend to be diverse in nature. You may have an intimate group of five or a large group of 30. Some focus group participants won’t be shy about voicing their opinions, while others may take time to open up to the strangers sitting across the table. Regardless of the topic, focus groups seek to discover key concerns and opinions of selected stakeholders when there is little or no information available. They are relatively inexpensive and provide deeper information as people engage in longer discussions. Here are some key tips and tricks on leading a successful focus group:

1. Prep before hand

Focus groups are not planned overnight. Start with putting a timeline together ideally 6-8 weeks in advance. Identify participants, select facilitators, generate preliminary questions, and choose a comfortable location with minimal distractions. In addition, it is important to check all the resources required to run the focus group: fully-charged voice recorders, stationery supplies, white boards, handouts, PowerPoint slides, etc.

2. Establish ground rules

When you have a group of people talking on a vague topic, discussions can quickly go off on tangents. A good moderator will keep the questions focused, maintain momentum, and get closure on one question before moving the conversation onto the next question. Keep in mind it is not always bad to go off tangent – this is often a sign participants are becoming more comfortable sharing their thoughts. Use this energy and interject a question to steer the discussion back on track.

3. Create a relaxed and positive atmosphere

A well-run focus group session is where participants feel comfortable and relaxed to share their opinions and thoughts. This can be done through a good verbal icebreaker during the introduction stage. For example, go around the table and ask everyone to introduce themselves while answering an initial, low-stakes question that will set the stage for the conversation. A focus group on how to improve library services might start with a question asking participants to name the most recent book they read, for example. Make sure everyone answers the question as they introduce themselves, as this begins to build rapport in the group.

4. Be confortable with the silence

When people are quiet or the discussion goes through long pauses, it doesn’t mean participants are unengaged. Some people need time to process the question and gather their thoughts before they can put them forward. Use this opportunity to pick up on the non-verbal cues and body language of the participants. If people are hesitant or shying away from the discussion, remind them that you are there to listen to their opinions.

        5. Before a discussion turns into an argument

Diverse personalities mean differences in opinions (another reason initial ground rules are so important). In order to avoid heated arguments, remind participants that the recorder isn’t able to capture opinions effectively when people talk over each other. You can also avoid heated situations by shifting topics and initiating a new question when you sense comments becoming less constructive.

6. De-brief is essential

It is important to summarize discussion points and the ideas discovered during the focus group. A good way to wrap up the session is to indicate when you have reached the final question. For example, “As our last question or exercise….” Like the introduction, this may again be a question you want everyone to answer. As you close, thank people for their time and remind them how the information will be used (as well as any next steps) since focus groups often create a sense that action will be taken. If there are participants who have more to add, offer to schedule a one-to-one interview for another day, or if time permits, ask them to stay back after the session.

Looking for additional resources?

• The Community Engagement Network. (2005). The engagement planning workbook. Melbourne, Victoria State: Department of Sustainability and Environment
• Krueger, R. & Casey, M. (2014). Focus Groups. Thousand Oaks: SAGE Publications.
• Sharken Simon, J. (1999). The Wilder nonprofit field guide to conducting successful focus groups. Saint Paul, Minn: Amherst H. Wilder Foundation.