What are Focus Groups?

During a focus group, a moderator takes notes.

Researchers use many ways to find out information. Focus groups are a way to understand, test and evaluate new ideas and products. In addition, focus groups measure attitudes and opinions on topics ranging from politics to social issues. Focus groups are often used by people and companies seeking information on the effectiveness of a new product or about a subject, such as gun control.

Focus Groups

Focus groups are interviews with a small sampled group of a larger population. For example, a company conducting a focus group about its new teacher's manual will sample a small number of teachers. These teachers represent the larger population of teachers. Typically, focus groups consist of approximately six to 10 people, or focus group participants, who are interviewed by one of more moderators. Focus group members are interviewed at the same time. During focus groups, the people sampled are encouraged to share their opinions, answer questions and provide feedback on the topic.

Focus Group Participants

For focus groups to yield unbiased information, focus group participants shouldn't know each other. According to the New York State Teacher Center, it is important that the group participants be strangers for the sake of honest responding. Participants are more willing to share their opinions or knowledge if they don't know one another.

Focus Group Sessions

Typically, focus groups last approximately one and a half to two hours, and they are conducted in a comfortable setting such as a large room. The moderator might ask five to 10 questions. Usually, these questions are open-ended or require an explanation instead of a "Yes" or "No" answer. Before the session starts, the participants are given ground rules to keep things focused and running smoothly. Focus group participants are given name tags, and sometimes they receive refreshments.

Focus Group Structure

There are two types of focus groups, structured and unstructured. With structured focus groups, the moderator sets a time frame for each question and decides when to move on to the next question. With unstructured focus groups, the moderator is more flexible and allows conversations to flow, even if participants veer away from the topic question. The moderator must make sure that the original question is answered.

References

• Free Management Library: Basics of Conducting Focus Groups
• New York State Teacher Center: Focus Groups