How to Run Focus Groups
The words "Focus Group" usually conjure up a boardroom filled with suits and people behind oneway mirrors trying to push marketing campaigns. However, the term "Focus Group" can be used to describe informal meetings for any purpose that requires group consensus, negotiation or communal influence. In fact, any time your organization or project will benefit from a group assessment or feedback, a focus group or "steering" committee is a good way to collect additional information.
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Things You'll Need
- Focus group list of contacts
- Notepads and pencils
- Flip chart or easel paper
- Focus group script
- Markers
- Masking tape
- Name tags
- Refreshments (optional)
- Video recorder (optional)
- Watch or clock
Instructions
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Determine what information you hope to gain from the focus group. Be specific and ask questions that will help to develop a purpose statement. Purpose statements should ask more than what people think; they should also inquire on the time, location and the emotion behind the thought.
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Put together a calender. The calendar should include purpose statement creation, the identification of participants, data gathering efforts, facilitator selection, question and script development, focus group location and room arrangements.
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Invite only the participants you need. You need to determine attendees' attributes. You could create different categories and refine the list. You will need the actual names and contact information to send invitations.
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Develop questions. Pick the best five. Test your questions to see if they provide the level of information you need. Pay attention to tone and flow.
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Write a script. This is meant to help the facilitator ensure the group stays on track. The script should include an opening, welcome, thank you, questions and information on how the data will be used.
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Choose a location, select a facilitator and hold the event. The location should be comfortable for all meeting participants. The facilitator can be a staff member or a two person volunteer team. Allow the facilitator to use the items listed in Things You'll Need to help engage and focus the group. Participants should be encouraged to express themselves in diverse ways.
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Report on results. Schedule a meeting to review the major trends, themes, problems identified by the survey. Write a quick summary on how and when the data will be used going forward.
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References
Resources
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