1. Do Your Homework

A focus group involves encouraging an invited group of participants to share their thoughts, needs, perceptions, feelings, attitudes and ideas on a certain subject. Focus groups require a skilled and experienced moderator. You can do the work yourself or hire a research firm to provide a facility, find participants, and plan and conduct the session. Lead the session yourself only if you're sure you can appear unbiased and are comfortable moderating a lively group discussion. Most focus groups consist of 6-10 participants and last circa 2.5 hours. Fewer than 6 participants tends to limit the conversation, because there is not enough diversity to spark energy and creativity. A group larger than 10 gets to be unwieldy and voices get lost.

1. Do your homework

Figure out what you are trying to learn and have a clear image in your mind of the research objectives. This will help you design the discussion guide and run the focus groups more effectively.

2. Select the team

The team should have knowledge of the topic under investigation. Conducting a focus group requires a moderator to guide the discussion and a note taker who will make hand-written notes and observations during the discussion; this is a back-up in case something happens with the recording or participants object to have their discussion tape recorded. The moderator should be a native speaker who can put people at ease. Skills and experience in conducting focus groups are imperative. If the groups are to be conducted by non experienced moderators, training is recommended.

Qualities of an effective moderator

The best focus group moderators bring objectivity and expertise in the process to a project.

Roles and responsibilities:

-Use the discussion guide effectively to ensure all topics are covered

-Keep participants focused, engaged, attentive and interested

-Monitor time and use it effectively

-Use prompts and probes to stimulate discussion

-Politely and diplomatically enforce ground rules:

• Make sure everyone participates
• Limit side conversations
• Encourage one person to speak at a time

-Be prepared to explain or restate questions

-Diffuse and pre-empt arguments

-After the focus group, work with the note taker to complete the summary of the discussion

Effective Moderators:

-Are active listeners

-Have good listening, observation and speaking skills

-Promote open and honest dialogue among diverse individuals

-Remain impartial so as not to influence what people say

-Encourage participation when someone is reluctant to speak up

-Manage participants who dominate the conversation

-Are sensitive to differences in power among and within groups and use group dynamics resourcefully

Qualities of an effective note taker

Roles and responsibilities:

-Bring the following materials for the focus group:

• Materials to record the focus group, including writing utensils and paper
• Bring a flip chart as well as markers of different colours for recording information (as needed) on a flip chart
• Tape for affixing flip chart pages to the wall, as needed.
• Recording equipment

-Ensure that ground rules for the focus group are written clearly and neatly on a flip chart (do this beforehand)

-Assist the moderator in arranging the room (e.g., seating, flip chart stand and paper, placement of the ground rules, etc.)

-Record major themes, ideas, comments and observations regarding group dynamics in hand-written notes

-Complete the summary of the discussion with the moderator immediately after each focus group.

-Keep all papers with notes of the focus group discussion. These will be stored with other data collected through the needs assessment.

Effective Note Takers:

-Have good listening, observation and writing skills

-Take notes that are comprehensive but not word-for-word

-Use a note taking form

-Act as an observer, not as a participant

-Remain impartial

3. Identify, select and recruit the participants

One part of planning a focus group is to identify the most suitable individuals to participate. Develop a list of key attributes to seek in participants based on the purpose and information needs of the study. It is also important to ensure that participants represent the diversity of the population about whom you want to learn; demographics depend on the nature of your research objectives.

4. Formulate the discussion guide

The discussion guide is an outline, prepared in advance that encompasses the topics to be explored. It provides the framework to ask questions. It is designed with the research questions in mind and is constructed to ensure that topics covered relate to these research objectives. Initiating each topic with a carefully crafted question will help keep the discussion focused. Also prepare an introduction script explaining the purpose of the focus group and how it will be run. The effort put into advanced planning for a group always pays out in terms of the overall quality of the output from the process. It should allow some time and flexibility to pursue unanticipated but relevant issues, and can include straight-forward questions as well as projective techniques (such as psycho-drawings, Chinese portraits etc) that tackle unconscious perceptions and beliefs, prevent social desirability data and get at more deeply held motivating values.

5. Decide on time and location

Plan a time of day that is convenient for participants and is responsive to their life style. Groups should be conducted in locations that are easy to get to, and comfortable for participants, are quiet, and have some degree of privacy. You can find a facility designed to host focus groups with one way mirrors (so someone can observe the group without their presence becoming a distraction) and video recording facilities. It is up to you to judge the situation and decide on the most suitable location. Set a date, reserve a space, and arrange for food and drink.

6. Recruit the participants

The quality of the output from focus groups is determined by recruiting the right people. Recruitment of participants is usually done by a relevant agency that is aware of your research objectives and quota, using a recruitment questionnaire. Despite the good intentions of such agencies, the moderator has the ultimate responsibility for the quality of the respondents. Before the date of the focus group, invite appropriate participants, using established selection criteria as your guide. Secure names and contact information, finalize the list, and send invitations. It is often helpful to contact confirmed participants the day before the group to remind them of the time and location of the focus group and to confirm, once again, their participation. Always invite more participants than you actually need, allowing for no-shows.

7. Prepare the room before the session

Get the room ready before the session starts. Organize chairs (preferably in a U shape), set up refreshments and food, and position any recording equipment. Plan to record the session with either an audio or audio-video recorder; don't count on your memory or on the notes only.

8. Record the focus group discussion

Tape recordings in conjunction with written notes are useful. Notes should be extensive and reflect the content of the discussion as well as nonverbal behaviour (facial expressions, hand movements). Discussion should be reported in participants’ language retaining their phrases and grammatical use. Summarizing or paraphrasing can be misleading. For instance a verbatim “Yes, indeed! I am absolutely positive” loses its intensity when recorded as “Yes.” Make sure pages are numbered; fill out any notes thatdon't make sense, etc.

9. Arrival of participants

Upon arrival, participants need to fill out a short questionnaire with their demographics and some ad hoc questions (depending on the project) and also sign a consent form that assures them on confidentiality issues.

10. Running the focus group

You need to explain the purpose of the discussion, what is expected of participants and what will happen to the results. You must spend some time helping participants to relax. Part of your role is to achieve a balance between building rapport with participants and communicating an appropriate level of professionalism.Start the session by introducing yourself. Keep the conversation informal and make the participants feel at ease enough to speak freely. Often participants do not know what to expect from focus group discussions. It is helpful to outline the intention and format of the discussion at the beginning. Participants should be told that the discussion is informal, everyone is expected to participate, and divergent views are welcome. Ask the participants to introduce themselves and wear name tags. Furthermore, it is helpful to let everyone know about the ways to make the group proceed smoothly and respectfully for all participants and also explain the means to record the session. The following are some ground rules:

-Remind the duration of the discussion

-Only one person talks at a time

-It is important to hear everyone’s ideas and opinions. There are no right or wrong answers to questions, just ideas and experiences.

-It is important to hear all sides of an issue – both the positive and the negative.

General, easy to answer questions should be asked first. Don’t expect any type of personal disclosure at the beginning of the group.

Phrase questions carefully.Phrase issues in familiar terms; people should be familiar with the language you use. All questions you ask should be open and neutral. Certain types of questions hinder focus group discussions.

-Yes-or-no questions do not encourage discussion.

-“Why” questions make people defensive and cause them to express "politically correct" opinions. Also, “why” questions only elicit conscious-level responses, not allowing for hidden and unconscious answers.

-Open-ended questions are more useful because they allow participants to tell their story in their own words and add details that can result in unexpected findings.

Avoid asking leading questions.An example of a leading question is “Don’t you think…” This implies to participants that you have an opinion, not that you want to learn from them as an unbiased listener. This type of questioning may lead people to answer questions according to what you expect to hear, rather than how they really feel. Participants may also want you to look at them in a favourable way, matching your opinions rather than sharing what they truly believe or have experienced. Stay as neutral as possible.

Avoid making assumptions.The opinions of the participants should not be assumed by you. To ensure you are not assuming, make small steps in your questioning with simple questions, not big leaps. This way you will get more detail and elaboration and will keep you from making assumptions about what they have shared. Active listening involves not only hearing what someone is saying, but also noticing nonverbal behaviour that might provide cues as to the appropriate or necessary ways to engage participants.

Show participants you are listening.Signs that you are paying attention may include leaning forward slightly, looking directly at participants while they are speaking, or nodding. Such behaviours not only indicate that you are more engaged, but also help maintain the engagement of the participants, themselves. Do not look away, yawn, or frequently check your watch. If participants suspect that you are not listening to them with great care, they may take their role of sharing knowledge less seriously and, therefore, may not elaborate or provide much detail. Use phrases such as “Thank you. That is helpful.” Comments such as “I can’t believe it!” or “You really think that?!” are not appropriate remarks for a moderator to make, because they infer your opinion and impose judgment on the participant, which will shut down discussion. You want to gather information during focus groups that is as honest as possible.

Use probing. When participants give incomplete or irrelevant answers, you can probe for clearer responses. Probing suggestions:

-Repeat the question (maybe rephrasing a bit)

-Adopt sophisticated “naive” posture: show limited understanding of the issue and ask for specific details

-Pause for the answer: a thoughtful nod or expectant look can convey that you want a fuller answer

-Repeat the reply: hearing it again sometimes stimulates conversation

-Ask when, what, where, which, and how questions that provoke more detailed information

-Use neutral comments: “Anything else?”, “How do you feel this way?”

-“Please tell me (more) about …”

-“Could you explain what you mean by…?”

-“Can you tell me something else about…” / “Can you elaborate a bit more on this?”

-“So you’re telling me that …………. Right?”

Control the discussion.In most groups a few individuals dominate the discussion. This may prevent others from contributing their thoughts, and limits the usefulness of the focus group. To balance out participation…

-Address questions to individuals who are hesitant to talk

-Give nonverbal cues (look in another direction or stop taking notes when an individual talks for an extended period)

-Intervene, politely summarize the point, then refocus the discussion

-Take advantage of a pause and say “Thank you for that interesting idea, perhaps we can discuss it in a separate session. Meanwhile with your consent I would like to move on to another issue.”

-If one person is dominating the discussion, avoid eye contact them and turn toward the quieter members of the group

-Respectfully acknowledge their contribution, and thank them, saying something like, “I really appreciate your comments.” Then make direct eye contact with other people and ask something like, “I’m very interested in hearing how other people are feeling about this issue” or “It’s very interesting to get a variety of perspectives, and I would like to hear from other people as well.”

-Avoid interviewing friends in the same group as they can form cliques - if cliques do form, suggest taking a break and changing seating positions upon returning from the break

-Avoid personal confrontation - allow the group to police itself (e.g. "do others in the group agree?")

Minimise group pressure.When an idea is being adopted without any general discussion or disagreement, more than likely group pressure is occurring. To minimize group pressure you can probe for alternate views. For example, you can raise another issue, or say, “We had an interesting discussion but let’s explore other alternatives”.

Other points to consider:

-Be flexible and let the exchange flow. Someone might bring up an idea you hadn't considered.

-Be aware of participants' energy and concentration levels and provide short breaks if necessary.

-Take notes regarding issues to which you may return later.

-Disagreements and debates are useful when they lead to new and interesting ideas, but have to be managed carefully.

11. Finishing the focus group

Focus groups should end with the moderator winding-up the session by stressing all that has achieved and casting it in a positive light. When you have finished the discussion, thank the participants and leave a contact name and number in case they want to follow up any of the issues that have been raised during the discussion. It’s good practice to offer a copy of the report to anybody who wants one. You often find that, even though you have negotiated a time, people enjoy the discussion and want to continue, although at this stage you must make it clear that people can leave, if they wish. Often, some of the most useful and pertinent information is given once the ‘official’ time is over. Also, you will find that people talk to you on an individual basis after the group has finished, especially those who might have been reluctant contributing in a group setting. It is useful to note down these conversations as soon as possible after the contact as the information might be relevant to your research. Last but not least, make sure that the recorder worked throughout the session.

12. Analyse results

Shortly after each focus group, the team should summarise the information, the team’s impressions, and implications of the information for the study. A summary should be produced for each focus group based on memory and the notes taken. After all focus groups have finished, the team should assemble all the notes and transcripts of each group, the summaries, and any other relevant data to perform a discourse / content analysis and detect trends and patterns. When writing the final report, consider the objectives of the study and the information needed for decision making. The type and scope of reporting will guide the analytical process.

Focus-group interviews generate large amounts of data, some relevant and some irrelevant, which tend to overwhelm apprentice as well as experienced researchers. Not only should you make sense of the individual quotes, but also to be analytical enough to see the relationship between the data as a whole and insightful enough not to take everything participants have said at face value. Read between the lines and consider some of the biases that people might have. During the analysis, discard or put aside irrelevant or peculiar information in order to walk safely through the complicated paths of information. Does the comment say something of importance about the topic? If no, set it aside.