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Focus Group
What is it?
A focus group is a structured discussion about a specific subject. Focus
groups are a widely used qualitative technique for information gathering
and describing all aspects of the problem.
Who uses it?
The team, the managers, or the users can all participate in a focus
group. The team or the manager may conduct or arrange a focus
group.
Why use it?
Focus groups are useful because the interaction between the participants
can generate new and original responses.
When to use it?
A focus group is a good strategy to use when:
- You want to gather a broad range of information on how a
representative group of people feels about a topic.
- The subject matter is not overly sensitive to the point that focus
group members feel that they can't participate.
- The topic permits the majority of the participants to give vital
information in 20 minutes.
- An acceptable number of participants can meet in one place.
- You need to obtain results quickly, and funds are limited.
How to use it:
- Organize groups of like individuals according to a number of variables such
as gender, education, age, class, culture, user or nonuser, and experience
in relation to the topic. The recommended number of participants in a focus
group is between 6 and 12.
- A moderator must be chosen and should present some characteristics that
facilitate the gathering of the necessary information for the investigation
such as:
- has skills in communication
- is easily adaptable to the environment
- knows how to listen and to control his or her nonverbal reactions
- is a friendly, open-minded, and unintimidating person
- if possible, is of the same gender as the participants
- Prepare a focus group guide:
- Identify subject areas to be developed and write broad questions
under these.
- List the points to be discussed by the focus group.
- Organize the ideas in relation to the objectives of the session.
- Prepare the guide jointly with the moderator, the research team, and, when
possible, with someone involved in the administration of the
program/project.
- Try to move from the general to the specific.
- The focus group takes place. In general, the structure of the group
includes:
- introduction: establish contact
- set the mood: establish communication
- go more in depth into the topic
- closing: summarize what has been discussed
- After the meeting, prepare the report and systematize information.
Example:
Here is an example of using a focus group
during direct observation.
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Case Study
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