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How to Plan and Conduct a Focus Group

How to Plan and Conduct a Focus Group Program Transcript

SHERRY: The goal of a focus group is to collect in-depth information about the perceptions and behaviors of a small non-representative sample of a population. Focus groups take careful planning. In this program, we'll show you how to plan and conduct a focus group.

So, what is a focus group? A focus group is a research method used for collecting qualitative data to gain a deeper understanding of a particular issue or topic.

We convene a selected group of six to eight people with a specific demographic background, and then lead them in a semi-structured conversation about a particular issue of interest.

The conversation lasts about one to two hours and Is recorded for analysis later. But before you begin, you need to be clear about your objectives.

Start by identifying what you intend to cover with your focus group. Maybe you want to understand the feelings of a certain demographic on a given topic-- their needs, their behaviors, or their knowledge. Maybe you want to find out what people think about an idea you are considering, like a new initiative for your community.

It all depends on the research question you want to answer. In the focus group that I'm conducting, my research question is, why is the rate of breast cancer screening so low among African-American women?

So whose experiences or attitudes do you want to explore? It's important to be clear on the population you need to sample. In my focus group, I want to explore the views of African-American women aged 30 to 50.

It's also important that I set up enough groups to provide complete information to reach what we call saturation. It's helpful to offer an incentive to people to sign up. You don't have to pay them, and you certainly don't want them to come just because of the money, because that might bias what they say.

But people are giving up their time to join a group, so it's respectful to offer something in return, like a gift card to a grocery store. The next thing is to find your group members.

One approach is to recruit people out in the community. For example, you might recruit at a community event as you hand out a flier, advertising your focus group. Another approach is to recruit by phone. But you will need a list of names to call.

How to Plan and Conduct a Focus Group

For my focus group, I obtained two lists. One from my pastor at church, and the other from a local community center. And then I start calling.

Try to find people who are alike enough to have common ground, yet diverse enough to stimulate discussion. You can achieve this by carefully considering the background and experience of each potential group member before you make your final decision.

Once you have your focus group, you need someone to lead it-- A moderator. An effective moderator has a full plate of responsibilities.

When did you first learn about breast cancer screening?

You need to know something about the topic of the research, keep the conversation on track, and know how to listen. It's important to relate to members of the group regardless of their age, their interest, or their backgrounds.

You also have to be able to calm down anyone who tries to dominate the conversation, and encourage the shy ones to talk. It also really helps if you can read body language. And, of course, you have to stay on schedule.

That's a lot, which is why some researchers employ a trained moderator, but many of us lead our own groups. Leading a group and collecting data at the same time is hard work. Some moderators can do it, but it's best to have a partner that can help you, like my research assistant, Maria.

MARIA: The research assistant has a lot to do, and it's all important. I greet people as they first come in, and help them get comfortable. I keep an eye on how they interact. I read their body language. Keep track of time for the moderator. Ask questions as the discussion wanders.

What are some of the barriers for women like you regarding your ability to get breast cancer screening?

And perhaps most important, I make sure that the focus group data is collected. I'll be making an audio recording, but I'll also take notes.

SHERRY: It's important to find the right place to conduct your focus group. Everyone needs to feel comfortable and safe. Office workers do well in a conference room but others won't.

For example, moms with kids will want a space for child care. Teens might prefer a more relaxed setting, like a pizza shop. It can be great for an after school focus group. Comfort is key.

How to Plan and Conduct a Focus Group

MARIA: Provide refreshments. Make sure you have water on hand. Snacks, too. Also, there has to be a restroom nearby-- for women and men. If you plan your focus group carefully, the chances are that things will go smoothly.

For example, send out clear directions to everyone in advance. And if you can, call all the group members the night before to remind them you want a full turn out.

Most of the focus group is unscripted, but you do need to script a few things, such as the questions you want to ask. Sherry has been working on the questions for our focus group for a while now.

Since this is qualitative research, our questions are designed to give us rich, thick data. We've tested them on a couple of non participants, so we know they're easy to understand and culturally sensitive.

SHERRY: In addition to the questions I want to ask, I also script the points I want to cover before we start. The script comes in handy and helps keep me focused. Hi, everyone.

PARTICIPANTS: Good morning.

SHERRY: I want to welcome you all today. Thank you so much for giving up a couple of hours of your time to participate in this research. I'm excited about this study and look forward to our discussion today. Just a few housekeeping items before we get started.

We want this to be a casual discussion, but we do need it to be respectful. We all hold valid opinions, and that's the point of our focus group today. We want to learn from all of you. I may stop the discussion if we start veering off track.

This is the consent form that you read and signed before coming into the room. It says that our discussion here today is completely confidential. Your name, nor anything about your identity, will appear anywhere in the study findings.

As health professionals, this is something we take very seriously. Upholding confidentiality is an important part of our professional conduct, and I intend to behave ethically and with integrity.

About halfway through our discussion we'll stop for a short break. Restrooms are located across the hall to the left. Finally, I ask that you turn off and silence your cellphones.

MARIA: The script also contains a closing statement with details of what happens next in the research process, such as how people get their incentives-- like the grocery gift card-- and, of course, a big thanks to everyone for participating.

How to Plan and Conduct a Focus Group

SHERRY: So everything is all set up for your focus group to run successfully, and you're ready to start. The space is inviting. There are snacks and drinks. Hi, everyone.

PARTICIPANTS: Hello.

SHERRY: You've welcomed everyone, you've got your script, and you're ready to ask the first question. You go to turn on the audio recorder and it won't work.

This is exactly what happened to me in my first focus group, and I didn't have an assistant to help me. So it's good to have an assistant, and to double check your recording equipment ahead of time.

We're here to talk about mammograms, and what women of color think about them. Because as you may know, about 70% of all white women get their mammograms as recommended, but only about 40% of women like us. So what's going on here?

PARTICIPANT: Well, I can tell you, for one thing the clinic is all the way across town, and that's a long way for me. I have to go get child care because they don't have any there.

SHERRY: Every moderator has their own style, but most researchers agree on the basic principles, like everyone's opinion is important. However, sometimes you have to restrain people who get over enthusiastic.

OK. Transportation is an issue. That's clear. What about the rest of you? Do you have easy access to public transportation to reach the imaging center?

ANN: Yeah, we have some buses, but they're real old,

TINA: Oh man, they're smelly. I hate when you get inside the bus and it is ripe. One time I had to take a 20 minute bus ride downtown, but it felt like the longest ride of my life.

ANN: Well, yeah, there's that, but I was going to say that the older buses break down a lot, so--

TINA: Like scream at your city councilmen, right? Like, hey, fix this thing already. What are my taxes for?

SHERRY: What we're you going to say, Ann?

ANN: The buses-- you know my friend Tricia? She almost--

SHERRY: Can we please let Ann finish her thoughts, and then we can listen to what you have to say, Tina.

How to Plan and Conduct a Focus Group

ANN: It's just that it seems that there ought to be some way to help people get to the center. You know, a shuttle bus or something like that.

SHERRY: There are also people who hold back. Maybe they're shy, or uncertain about how and when to speak. A good moderator involves them and pulls them into the discussion

ANN: She was really rude to me, so after that experience I refused to go back.

SHERRY: Does anyone else have another story they'd like to share? Something similar to Ann's experience? How about you Maggie? Earlier you mentioned that you wouldn't use this imaging facility even though it's not far from where you live. Can you tell us some of the reasons why your family members don't like the facility?

MAGGIE: The facility's OK, I guess. We just don't talk about it much, that's all.

SHERRY: You mean your family doesn't talk about the facility, or something else?

MAGGIE: We don't talk about the screenings or breast cancer.

SHERRY: Was there something about the facility you didn't like?

MAGGIE: Well, I used to take my nana there every year to get her screens, and they weren't real nice to her there. And then she got the cancer, and she passed away really fast.

SHERRY: If she were still here, what do you think your nana would say about breast cancer screenings, Maggie?

MAGGIE: I think she would say to stop moping around, and to get to the clinic to get your screenings. She waited too long to get her screens and look what happened.

SHERRY: If you were to get screened, would you consider using the imaging facility we've been talking about today?

MAGGIE: I think I'd give it a try at least once.

SHERRY: Ideally, everyone feels comfortable enough in a focus group that they openly share their points of view. When that happens, time flies, so watch the clock. And when it's time to end, use your script.

I want to thank everyone, and explain what happens to the information you've given us today. We're going to create a transcript. That's a document containing

How to Plan and Conduct a Focus Group

everything that you've said, and we'd like to invite each of you to read it, and check it for accuracy.

This is called member checking. We're happy to change anything you said if you'd like us to do that. But, of course, we won't change what anyone else has said.

In theory, qualitative researchers continue to collect data until no new information arises. At this point, the data is set to be saturated.

In practice, most major themes have emerged after three focus groups. So you may want to end your first group asking for help, gathering people for the next group.

MARIA: Here's a flier about our next group for anyone you know who might want to be a part.

SHERRY: This is a technique called snowballing. You get members from one group to connect you with new people.

MARIA: Our next step will be to analyze the data and figure out the main things that were expressed in the group. A second or third group may add to those themes or even contradict them. That's OK.

The idea is not to come up with any generalizable truths. We just want to understand the different ways that people think about this topic.

SHERRY: Well, that's it. Our time is up. So thank you all, and have a wonderful rest of your day.

PARTICIPANTS: Thank you.

SHERRY: If you have any questions, just give me a call. The number is on the paperwork.

A focus group takes practice, so you may not master it on your first try. Working with an experienced researcher to conduct your first focus group is a great way to learn this method of collecting information.

Leading a group takes oral communication and social skills. It takes on-the-spot reactions, and the ability to read people. Focus groups are a time-tested way to explore the stories behind the faces, and the meanings behind the numbers.

You can do them after a quantitative study to get deeper understanding of your results. You can also do them before a quantitative study to discover variables or factors you want to measure.

How to Plan and Conduct a Focus Group

When done right, a focus group is a powerful way of collecting qualitative data.

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