Focus-group discussion
(FGD)
Prepared by:
Mangandi, Krizelle Raine V.
Mari, Karen O.
Focus Group
is
a small group of six to ten people led
through an open discussion by a skilled
moderator. The group needs to be large
enough to generate rich discussion but not
so large that some participants are left out.
The focus group moderator nurtures
disclosure in an open and spontaneous
format. The moderators goal is to generate
a maximum number of different ideas and
opinions from as many different people in
the time allotted.
Focus Group
The
ideal amount of time to set aside for a focus
group is anywhere from 45 to 90 minutes. Beyond
that most groups are not productive and it
becomes an imposition on participant time.
Focus groups are structured around a set of
carefully predetermined questions usually no
more than 10 but the discussion is free-flowing.
Ideally, participant comments will stimulate and
influence the thinking and sharing of others.
Some people even find themselves changing their
thoughts and opinions during the group.
Focus Group
It
takes more than one focus group
on any one topic to produce valid
results usually three or four. Youll
know youve conducted enough
groups (with the same set of
questions) when youre not hearing
anything new anymore, i.e. youve
reached a point of saturation.
What Focus Group can
tell you
Give
information onhow groups of people
think or feelabout a particular topic
Give greater insight intowhy certain
opinions are held
Help improve theplanning and design of
new programs
Provide a means ofevaluating existing
programs
Produce insights fordeveloping
strategies for outreach
A Focus Group is NOT
A
debate
Group therapy
A conflict resolution session
A problem solving session
An opportunity to collaborate
A promotional opportunity
An educational session
Designing Focus Group
Questions
Twelve
is the maximum number of questions
for any one group. Ten is better, and eight is
ideal.
Short and to the point
Focused on one dimension each
Unambiguously worded
Open-ended or sentence completion types
Non-threatening or embarrassing
Worded in a way that they cannot be answered
with a simple yes or no answer (use why
and how instead)
Designing Focus Group
Questions
There
are three types of focus group
questions:
1. Engagement questions: introduce
participants to and make them
comfortable with the topic of discussion
2. Exploration questions: get to the
meat of the discussion
3. Exit question: check to see if
anything was missed in the discussion
AN EXAMPLE Questions for a Focus
Group on Dental Flossing
Engagement
questions:
1. What is your favorite toothpaste?
2. What do you notice when you look at other peoples teeth?
Exploration
Questions:
3. Who in particular has influenced your dental habits?
4. What are the pros and cons of flossing your teeth?
5. When you floss, how do follow through? When you dont, why not?
6. How do you feel when told about possible damage caused by not
flossing?
7. How do you feel about yourself when you floss regularly? When
you dont?
Exit
question:
8. Is there anything else you would like to say about why you do or
do not floss your teeth on a regular basis?
Note: Flossers and non-flossers in separate groups.
Recruiting and Preparing for
Participants
In
an ideal focus group, all the participants are very
comfortable with each other but none of them know
each other.
Homogeneity is key to maximizing disclosure among
focus group participants. Consider the following in
establishing selection criteria for individual groups:
Gender Will both men and women feel comfortable
discussing the topic in a mixed gender group?
Age How intimidating would it be for a young person to be
included in a group of older adults? Or vice versa?
Power Would a teacher be likely to make candid remarks in
a group where his/her principal is also a participant?
Cliques How influential might three cheerleaders be in a
group of high school peers?
Recruiting and Preparing for
Participants
Focus
groups participants can be recruited in any one of a number
of ways. Some of the most popular include:
Nomination Key individuals nominate people they think would make
good participants. Nominees are familiar with the topic, known for their
ability to respectfully share their opinions, and willing to volunteer about 2
hours of their time.
Random selection If participants will come from a large but defined
group (e.g. an entire high school) with many eager participants, names can
be randomly drawn from a hat until the desired number of verified
participants is achieved.
All members of the same group Sometimes an already existing group
serves as an ideal pool from which to invite participants (e.g. Kiwanis Club,
PTO, Chamber of Commerce).
Same role/job title Depending on the topic, the pool might be defined
by position, title or condition (e.g. , young MBAs, old writers, community
health nurses, parents of teen-age boys).
Volunteers When selection criteria is broad, participants can be
recruited with flyers and newspaper ads.
Recruiting and Preparing for
Participants
Once
a group of viable recruits has been
established, call each one to confirm interest
and availability. Give them times and locations
of the focus groups and secure verbal
confirmation. Tell them you will mail (or email)
them a written confirmation and call to remind
them two days before the scheduled group.
Offer an incentive. Other incentive ideas
include coupons, gift certificates, paid time off
to attend the group, or an opportunity to win a
big-ticket item at a drawing conducted at the
focus group.
Recruiting and Preparing for
Participants
Tell
participants that the focus group will take
about one and half to two hours. Give them a
starting time that is 15 minutes prior to the
actual start of the focus group to allow for filling
out necessary paperwork, having a bite to eat,
and settling in to the group.
Arrange for food. At a minimum, offer a beverage
and light snack (cookies, cheese/crackers, veggie
tray, etc.). It is OK to offer a full meal but be sure
to add an additional 30 to 45 minutes to the
entire process so that everyone can finish eating
before the group begins.