How to Use Focus Groups to Improve a Process

Focus groups provide valuable information for process improvements.

Focus groups are an effective method to collect primary research when you need to improve a process. You simply assemble a small group (usually no more than 10 people) from your target audience and present them with questions and ask for their reactions. Focus groups are powerful because they are able to delve much deeper into issues than traditional evaluation methods such as questionnaires and surveys. The key to a successful focus group is to implement a well thought-out strategy.

Instructions

Prepare for the Focus Group

1. Define the objective of your focus group. Specify what you are trying to find out before conducting the focus group. The clearer your purpose, the easier the rest of the process will be.

2. Identify the participants. Create a list of attributes you seek in participants. Make sure they are representative of your audience.

3. Generate a list of questions based on the process you want to improve. Focus groups generally last 60 to 90 minutes; therefore, you can sufficiently cover five to seven questions.

4. Hire a moderator. A moderator is experienced in leading others into answering questions and reacting to stimuli without revealing what she is looking for. It is best to decide on an experienced moderator so that essential information can be obtained in your scheduled time frame.

Plan the Focus Group

1. Schedule the focus group according to your participants' schedules, not yours. Make the meeting time convenient for when your target audience is available. There is no set length for a focus group, but 60 to 90 minutes is usually enough time.

2. Secure the location and refreshments. Hold the session in a setting with adequate room temperature and lighting. Provide refreshments, even if it's just coffee or juice.

3. Decide on payment for focus group participants. Nearly all focus groups are paid. Base the payment on whom you are interviewing.

4. Send out invitations to your prospective participants. Invite six to 10 people who do not know each other. This will increase anonymity for the sake of honest responses.

5. Create an agenda for the focus group. Include a welcome, goal of the group, ground rules, introductions, questions and answers and wrap-up.

Conduct the Focus Group

1. Record the focus group using audiotape or videotape. Explain to the group the means you are using to record the session. Make sure you have enough tape for the entire session. It is best to also take notes and use the tape as a backup. If the tape fails, you'll have notes to rely on.

2. Introduce yourself and the moderator. Put your group at ease by telling them about yourself and why you are conducting the study.

3. Carry out the agenda. After the participants have introduced themselves, the moderator will manage the process so that essential information can be obtained in response to your questions.

4. Summarize the session and draft a final report. After the focus group, listen to your tape and review your notes. Assemble the information in the form of answers to your questions.

Tips & Warnings

• It may take three to five focus groups to obtain sufficient data for your improvement process. Using only one focus group may not represent a true sampling of opinions of the population the group represents.

• It's best to overbook when inviting participants in the case that some invitees don't show.

References

• "Public Relations Writing"; Thomas H. Bivins; 2008
• New York State Teacher Centers: Focus Groups
• Free Management Library; Basics of Conducting Focus Groups; Carter McNamara, MBA, PhD