Job Aid: Focus Groups

Charles Abdel-Nabi
Focus Group: What is it?

Qualitative research and data collection

A structured group interview with a purpose

Gathering employees opinions about work, workers and the

workplace

Efficient way to gather information from several people at

once

Moderator facilitates a natural conversation pattern with

Planning a Focus Group: Creating a Timeline
Define the purpose of the focus group and generate
purpose statement: clear and specific with clearly
expressed objectives

6-8 weeks ahead of time

Determine when you will: identify participants, select

a site, choose a meeting time, generate questions,
select facilitator and generate a script
Planning a Focus Group: Identify
Participants

Determine number of participants: 6-12 participants

Develop a list of desired attributes in participants

Using list of desired attributes, brainstorm with management to identify

participants

Ensure there will be a diversity of opinions

Invite participants
Planning a Focus Group: Generating
Questions

Most focus groups last 1-2 hours, thus you will only have time to ask 4-7
questions

Ask open-ended questions, avoid yes/no

Relevant to purpose statement

Questions move from general to specific

Ask singular questions, avoid and/or questions.

Planning a Focus Group: Developing a Script

Opening statement

Welcome the group, introduce the purpose of the focus group, explain the concept of
a focus group, and outline flow of the meeting.

Introduce yourself to establish rapport. Conduct an icebreaker activity

If recording, gain consent from participants.

Ask your questions

Closing:

Thank the participants.

Planning a Focus Group: Selecting a
Facilitator

Facilitator should be able to:

Keep the discussion on track

Mediate outspoken members of the group

Ensure every participant is heard

Should be knowledgeable about the project

Shouldnt make the participants feel uncomfortable

E.g. an executive would not be a good person to choose

Planning a Focus Group: Selecting a
Location

Choose a setting in which participants feel comfortable

expressing their opinion

What sort of message does the location send? E.g.

corporate, informal, inviting.

Accommodate 12-15 people (participants plus facilitators)

Allow for all to see each other

Easily Accessible
Conduct the Focus Group

Provide materials i.e. Dry-erase board, focus group script, list of participants, name tags,
refreshments, timer.

Facilitator welcomes participants as they arrive, making them feel comfortable.

Set the tone: participants should feel positive about the session.

Make sure everyone is heard, draw out quieter participants.

Get full, specific answers.

Keep discussion on track

Watch the clock.

After the Focus Group

Interpret the report and results:

Summarize: Review the session with the facilitator to capture fresh impressions

Transcribe notes soon after session to avoid memory lapses

Analyze the summaries: look for trends, surprises and tone of opinions
expressed.

Write the final report

Translate the results into action

Bibliography

Blank, Glen. "Conducting Focus Group:." Conducting Focus Group:. Lehigh University, n.d. Web. 18
Feb. 2017.

Tartell, Ross. "How To: Use Focus Groups for Rapid Needs Analysis." Training Magazine. Training
Magazine, 17 Mar. 2014. Web. 18 Feb. 2017.