New infographic: 10 tips for running a focus group
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Focus groups are a valuable method of qualitative data collection in evaluation, enabling in-depth exploration of participant perspectives, experiences, and opinions. By leveraging group dynamics and interactions, focus groups provide a platform for participants to build on ideas, challenge assumptions, and generate new insights. In this article, we present our top tips for running successful focus groups that are efficient and gather quality data. You can download the infographic here.
1. Plan and prepare by defining objectives and creating a discussion guide.
Before organizing your focus group, take some time to clearly define the purpose and objectives of the group. Determine the specific information or insights you aim to gather from participants and articulate the evaluation questions or topics you want to explore.
You will also want to develop a detailed plan that outlines the logistics, including the number of sessions, duration, location, and participant recruitment criteria. This will ensure a well-organized and smoothly executed focus group.
You will also want to prepare a discussion guide that serves as a roadmap for the conversation. Discussion guides can be structured, semi-structured, or unstructured. The guide should outline the key topics, questions, and prompts you want to cover during the focus group to keep the discussion focused and on track. Check out our focus group moderation guide to help plan and prepare for your next focus group.
2. Recruit participants. Pay close attention to potential group dynamics and power imbalances.
When recruiting participants for your focus group, select individuals who align with your target audience or possess relevant experiences and perspectives. It can be beneficial to include a diverse group of participants to obtain varied insights. The focus group can be comprised of individuals from different backgrounds, perspectives, and experiences related to the topic to ensure a richer discussion and minimize bias. One of the main values of a focus group is that participants can respond to what others are saying; they get to hear others’ perspectives and agree or disagree. However, it is important to be aware of potential power imbalances amongst your focus group participants. For instance, when conducting a focus group to explore perceptions of insecurity between managers and staff, including participants from both managerial and staff positions in the same group may create a reluctance among individuals to express their thoughts openly in front of one another.
Select a focus group time that you think will work best for participants and send the invites as early as possible to decrease scheduling conflict and allow participants to prepare for the discussion.
To facilitate meaningful discussions, aim for a group size of 3 to 8 participants. Smaller groups allow for deeper engagement and individual participation, while larger groups can be more challenging to manage and may restrict individual contributions. You can learn more about sampling and recruitment on Eval Academy here: https://www.evalacademy.com/articles/sampling-and-recruitment-101
3. Create a welcoming environment conducive to open discussion and take time to build rapport.
Whether meeting in person or online, set up a comfortable space that promotes open discussion. In a physical setting, arrange seating in a circle or semi-circle to encourage eye contact and engagement. Choose a neutral and private venue, such as a dedicated focus group facility or quiet meeting room. For online meetings, advise participants to find a quiet and comfortable location with minimal distractions, and encourage camera usage (if they are comfortable to do so) to enhance personal connection.
Establish rapport by beginning the session by introducing participants and engaging in icebreaker activities. These activities will create a comfortable atmosphere, help to make group members feel at ease, and foster a positive and collaborative environment.
4. Establish ground rules to encourage honest conversation, including confidentiality measures.
Set clear ground rules at the beginning of the session that emphasize respect, active listening, and open dialogue. Encourage participants to freely express their honest opinions. Assure participants that their responses will be confidential, and their personal information will be protected. Obtain informed consent for their participation and adhere to privacy standards. You can learn more about consent on Eval Academy and access our Focus Group Information Letter and Consent Form to use in your next focus group. By creating a safe and confidential space, participants will feel comfortable engaging in open and honest discussions.
5. Record and document with the participants’ consent.
Consider recording the focus group with participants' consent to alleviate the need for extensive notetaking and allow you to focus on facilitating the discussion. Ensure all participants are comfortable with the conversation being recorded before proceeding. It can be helpful to ask a colleague to join the focus group as an assigned notetaker, particularly if consent is not given to record the conversation. The notetaker should document key points, participant responses, non-verbal cues, and any noteworthy interactions, including power dynamics. These comprehensive notes will be instrumental for later analysis and reporting purposes.
6. Act as a facilitator as opposed to a conversation leader. Practice active listening.
Foster an open and non-judgmental discussion by asking open-ended questions and encouraging participants to freely share their thoughts and experiences. Frame questions in an open-ended format, avoiding leading or biased prompts that may sway responses. Utilize probing techniques to delve deeper into their responses. Remember, as the facilitator, your role is to guide rather than lead the conversation. Your goal is to steer the discussion, encourage participation, and manage conflicts or dominant voices. Practice active listening, paying attention to both verbal and non-verbal cues. Demonstrate genuine interest and engagement by asking follow-up questions and seeking clarifications.
7. Manage group dynamics.
Take measures to ensure equal participation among participants by effectively managing dominant or shy individuals. Encourage quieter participants to express their opinions while carefully preventing any individual from monopolizing the conversation. Address dominant participants by gently redirecting the conversation and inviting quieter individuals to share their perspectives. This will help to create an environment where all participants have an equal opportunity to contribute their insights. Employ effective moderation techniques to maintain focus and stay within the allotted time. For example, redirect tangential discussions and ensure that all planned topics are adequately covered.
8. Be adaptable and allow for flexibility in conversation.
Maintain adaptability during the focus group session, allowing the conversation to naturally evolve and adjusting the discussion guide as necessary. Embrace the potential for unexpected insights and ideas that may arise during the discussion as long as the discussion stays on topic. Stay open-minded and receptive to new perspectives, allowing for a dynamic and organic conversation.
9. Summarize and validate with participants.
Summarize the key points raised by participants and seek their validation to ensure accuracy and demonstrate respect for their input. This process helps you verify your understanding of their perspectives and ensures that their voices are accurately represented. If participants share highly sensitive and private information during the session you can offer them an opportunity to see the results and reports before they are finalized to ensure anonymity and accuracy. See our article on Member Checking. By actively involving participants in the validation process, you foster a collaborative and inclusive environment that values their contributions.
10. Be appreciative and consider remuneration.
Show your gratitude to the participants for their time and valuable contributions at the conclusion of the focus group session. Take a moment to thank each participant individually after the session to acknowledge their valuable insights and perspectives. Consider providing incentives as a gesture of gratitude for their involvement and willingness to share their experiences. This expression of appreciation reinforces the importance of their contribution and fosters a positive relationship for future engagements. You can learn more about incentives for participation in evaluation here: https://www.evalacademy.com/articles/incentives-for-participation
Lastly, it is important to reflect on the focus group process after its completion and gather feedback from participants and anyone else supporting the facilitation process. Use this feedback to improve future focus groups.