How to Use Focus Groups for Evaluation

Record focus groups to assist with the analysis of data.

Focus groups are a relatively quick and economical way to collect data to evaluate the outcome of a program, service or project. By gathering a group of participants together to discuss their opinions and experiences with a skilled facilitator, focus groups help researchers understand not only whether a program fulfilled its mandate and achieved its goals, but why it succeeded or failed.

Instructions

1. Determine whether a focus group is an appropriate means of gathering data for evaluation purposes. Focus groups are particularly valuable when there are issues of power or conflict that are best explored in the safety of a group setting. They are also helpful when the research team has unanswered questions about why a program worked or did not work. Focus groups are well-suited to groups that may not take questionnaires seriously or have difficulty with written communication. Focus groups tend to reveal unanticipated outcomes and findings, so they are valuable tools to refine programs or projects and determine future research directions. Focus groups are not recommended if the evaluation requires a large sample size or a statistical approach. They can, however, be combined with a questionnaire to evaluate research.

2. Identify the aspects of the program or project you want to evaluate. Make sure that the areas you want to explore are topics that your focus group participants will be able to speak about with confidence. If you want to explore the details of medical outcomes, for example, you should conduct a focus group with medical practitioners involved in the program. If you want to know about the impact of a program on family members, make sure you arrange for a focus group with partners and other close relatives, and perhaps a separate group with children.

3. Recruit six to 12 participants. Assign participants to focus groups according to their similarities to encourage sharing and connection between group members while maintaining overall diversity. You can target particular individuals to participate or generate a list and randomly select participants. You may need to encourage participation by providing refreshments and childcare and offering to reimburse transportation costs.

4. Outline the purpose of the research, guarantee anonymity in research results and obtain consent from participants. This is usually in the form of a written project information sheet and consent form. Make sure that participants give their consent to be tape- or video-recorded, if you will be using either of these methods to collect data.

5. Conduct the focus groups. Use a skilled facilitator who is familiar with the focus of the evaluation and has been given a copy of an interview guide to help structure discussion. Conduct the focus groups in a neutral, private setting. If all participants have given consent to be recorded, document the proceedings using a tape- or video-recorder. Always take notes in case of technology malfunction and to capture impressions and observations that can be useful during data analysis. The focus group should last 60 to 90 minutes. Most research projects conduct at least three focus groups to ensure robust data collection.

6. Analyze the data. This can start immediately after the focus group by planning a debrief session with the facilitator and members of the research team. Researchers conducting a thorough and labor-intensive evaluation will arrange for a full transcription of the proceedings and will conduct a detailed thematic analysis of the data with or without the assistance of qualitative coding software. For a less rigorous approach, review the proceedings and record your impressions. Whether you are performing an intensive or cursory analysis, be attuned to themes that correspond to specific areas of interest as well as those which the research team may not have considered.

7. Communicate the results using a method appropriate to the audience and purpose of the evaluation. Different methods will be required if the program or project being evaluated will be modified and continue into the future or if it has ended. Prepare a plain-language summary of the focus group findings and how they will be used and distribute it to the focus group participants.

References

• University of Kentucky: Using Focus Groups in Program Development and Evaluation
• Enhancing Education: Evaluating Your Efforts-Focus Groups
• USAID: Performance Monitoring and Evaluation Tips--Conducting Focus Group Interviews
• New York State Teacher Centers: Focus Groups