Focus Group Design Workshop structure Focus group features

Focus Group Design

Workshop structure Focus group features Focus group planning Role of facilitator Discussion guide Communication barriers

Focus group features What is a focus group? A focus group can be defined as a method of interview that centres on a specific topic and involves more than one, usually at least four, respondents A qualitative method Specific theme explored Views are built collectively Researcher is facilitator Not a ‘short-cut’ alternative to individual interviews

Individual exercise 1: Why use a focus group method? Think about the pros and cons of using a focus group method

Some pros. . . ‘See through the eyes’ of respondents; respondents in control Respondents may something they might not have thought of without hearing the views of others Opportunity to observe respondent reactions Opportunity to challenge views, revision/clarification of views Challenges can be made by fellow respondents Quicker than conducting individual interviews; can see a wide range of people in a relatively short time Rich, qualitative data

Some cons. . . Logistics – difficult to find a time suitable for all/ no shows Time consuming if planning multiple groups Time consuming/difficult to transcribe if people speak over each other Difficult to compare groups Difficult to assure confidentiality May be hard to control Respondents who ‘hog’ the discussion Culturally expected views Difficult to generalise Not always appropriate – discomfort, hierarchical relations, deep disagreement

Focus group planning Number of groups (the more the better, stop when no new material generated, time and resources) Size of groups (4 -12, subject matter) Recruitment strategy (how/when spend time, permission, natural groups, incentives, travel expenses, reminders, overrecruitment) Stratifying of groups (diversity/representativeness, which socio-demographic characteristics? stratified/mixed groups) Venue (accessible, quiet, comfortable, refreshments) Recording of groups (speed, who said what, tone, good microphone) Ethical consideration (respect, competence, responsibility, integrity, consent form)

Individual exercise 2: Focus group plan Take a few minutes to fill in the pro forma for a focus group you are thinking about conducting

Role of the facilitator Guide discussion Cover main points in relation to the research objectives Reduce anxiety/create a relaxed atmosphere Make sure no one left out/dominates Listens! Prevent discussion deviating Follow up on interesting points Create trust

Preliminaries Introduction • Name and organisation • Thanks • Goals and sponsor • Importance of opinions • Confidentiality What to expect • Concepts • Format for discussion • Etiquette • Recording Initial data collection • Consent form • Socio-demographic data Warm up! • Name badges • Participant introduction • Ice breaker

Discussion guide How structured should I make it? Comparisons Participant knowledge Level of control surrendered Breadth of topic Facilitator security!

Communication barriers (Adapted from Immes and Ereaut, 2002, p 39)

Overcoming communication barriers Conscious barriers Creating a safe interview environment Assurance of confidentiality Clarification questions Unconscious barriers Clear questions Clear communication of concepts Memory aids/warm up exercises Projection techniques

Small group exercise 1: Focus group practise Divide yourselves into groups of four plus. Using the focus group question schedules take it in turns to facilitate a focus group discussion. Think about: How you might introduce the research Ethical considerations How you might steer the focus group