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Planning and facilitating
focus groups
Jo Alcock
Evidence Base, Birmingham City University
jo.alcock@bcu.ac.uk
@joeyanne
Workshop introduction
This workshop will cover all elements involved in
planning and facilitating focus groups. We will cover
the logistics; techniques to attract attendees; activities
to engage participants; techniques to improve
facilitation; and how to record and share the results of
the focus group. The workshop will be interactive in
nature, with discussion points throughout, and an
opportunity to try things out.
Voting activity
Understanding previous experience with focus groups
https://www.flickr.com/photos/94371817@N00/3932774410
Learning outcomes
By the end of the workshop, attendees will be able to:
1. Understand the value of focus groups
2. Plan, organise and facilitate a focus group
3. Prepare focus group activities
4. Report findings from focus groups
Workshop overview
What are focus groups?
Why? Value of focus groups
What? Planning and logistics
How? Structuring and encouraging discussion
What else? Using the information from focus
groups
Icebreaker activity
Which represents something about you?
https://www.flickr.com/photos/nataliejohnson/2122722198
– Wikipedia
“A focus group is a form of qualitative research in
which a group of people are asked about their
perceptions, opinions, beliefs, and attitudes towards
a product, service, concept, advertisement, idea, or
packaging. Questions are asked in an interactive
group setting where participants are free to talk with
other group members.”
– Wikipedia
“A focus group is a form of qualitative research in
which a group of people are asked about their
perceptions, opinions, beliefs, and attitudes towards
a product, service, concept, advertisement, idea, or
packaging. Questions are asked in an interactive
group setting where participants are free to talk with
other group members.”
Why?
Why use focus groups?
Maximise feedback
Gain a group opinion
Inform further research
Initiate or stimulate discussion on ‘hot’ topics
When are focus groups useful?
Complex research question with variety of
viewpoints
User-focused developments
Understanding reasons for behaviour
Limited resources (time and staff)
Examples of focus group topics in
libraries
Feedback on current services
Use of library space
Focus of library budget - print or electronic
resources?
Options for supporting enquiries
Planning for future
Setting the aims of the focus group
1. What do you want to find out from the focus group?
2. What actions could the findings result in?
3. What would you need to know to inform those
decisions?
4. Who would you need information from to inform the
decisions?
5. Who else might have an interest in the results of the
focus group, and could they provide any support?
Agree/disagree activity
How much do you agree or disagree with the following?
https://www.flickr.com/photos/8489692@N03/4330199412
What?
Focus group logistics - when?
1.5-2 hours uninterrupted time
Advertised well in advance
Day and time suitable for participants and facilitators
(this may require evening/weekend options
depending on user groups)
Lunchtime can be a good time if interested in views
from those who are on campus most days - you may
wish to offer food/drink as an incentive
Focus group logistics - where?
Convenient location for attendees and facilitators
Private space (neutral space if appropriate)
Room with plenty of space, light, and usable wall
space
Group discussion layout (or adjustable furniture)
Focus group logistics - who?
Organisers
One key contact email/phone number for
participants to contact
Confirm all details with participants the day before
the focus group (this sometimes results in
cancellation notifications)
Eventbrite can be used to help manage bookings
Focus group logistics - who?
Facilitators
At least two people
One to facilitate - needs to know subject, research
question, and intended use of focus group findings
One to record - needs to be able to take
comprehensive notes, and be aware of the subject
May wish to use people who are unknown to
participants
Focus group logistics - who?
Participants
People with an interest in the topic
People who are willing to talk openly
Representative of users identified when setting the
aims - experience/knowledge, demographic factors,
attitudes
Range and group size - may choose to have mixed
groups, or groups with similar types of users together
Incentives
What's in it for them?
What could you offer at little or no cost to you that
would nonetheless be of some value to them?
Cash
Amazon vouchers
Printing credits
Prioritisation activity
Which are your favourites?
https://www.flickr.com/photos/41117344@N05/5146172013
How?
4MAT
Adapted from McCarthy's 4MAT
Planning the discussion
Plan topics to discuss and some prompt questions to
assist
Start with the broader topics, then follow with more
specific topics
Don’t be too prescriptive unless you need to be -
focus groups are a useful way to unearth new topics
Allow plenty of time for each topic (you probably
won’t be able to cover as much as you think so keep
it simple!)
Focus group structure - electronic or
print?
Time Topic
15 minutes Briefing
10 minutes Ice breaker
20 minutes Preferences and why
20 minutes Features and functionality
20 minutes Accessing and using resources
20 minutes The future
15 minutes Debriefing
Focus group toolkit
Do not disturb sign
Attendee list and register
Discussion plan
Timer
Pens and paper
Activity materials - stickers, post-
its
Recording equipment
Music
Briefing
Welcome and thanks
Timings (incl. breaks if applicable) and structure
Recording methods (and request permission to record)
Roles - expectations and responsibilities for participants
and facilitators
How information from focus group will be analysed and
used
Opportunity for participants to ask any questions
Facilitating the discussion
Gain rapport - ensure to create a positive
impression before the focus group, as they arrive,
and in the introduction and icebreaker
Encourage discussion by asking open questions
Focus on the process, not the content - use your
structure and planning to help
Have confidence in yourself and your ability to
facilitate
Debriefing
What happens next
Any further follow up (seek permission and ways to
contact them)
Offer incentives to stay in touch
Offer opportunity for them to ask any final
questions
Thank them for their time and arrange incentives
Recording the discussion
Make notes in addition to any audio/video recording
as a backup
Review notes shortly afterwards to make sure legible
and understandable
Ensure to record responses to activities and if
possible record who gave each response
Aim to write up the focus group shortly afterwards so
the discussion is fresh in your mind
Creative thinking activity
What would your perfect snack be?
https://www.flickr.com/photos/11247304@N06/1340979055
Planning focus group activities
https://www.flickr.com/photos/11247304@N06/1340979055
https://www.flickr.com/photos/41117344@N05/5146172013
https://www.flickr.com/photos/848
9692@N03/4330199412
https://www.flickr.com/photos/nataliejohn
son/2122722198
https://www.flickr.com/photos/94371817@N00/3932774410
What else?
Qualitative analysis
1. Transcribe information
2. Extract key themes - be open minded to all options
3. Pull together information on each theme
4. Present findings based on themes, opinions, and
strength of opinions
Reporting
1. Introduction
2. Methodology
3. Findings
4. Conclusions
5. Recommendations
– Extract from Evidence Base report on ebook focus
groups
Overall all respondents were positive about having ebook
versions of key texts, but this was only as a supplement to
printed materials and not as a complete replacement to
them:
‘Core books as ebooks is OK but easier to look through
printed books’
Recap
Why?
Value of focus groups
Examples of focus
group topics
Setting aims of focus
group
What?
Logistics of focus groups
When?
Where?
Who? Organising,
facilitating and
participating
Incentives
How?
Using 4MAT
Structuring focus groups
Focus group toolkit
Facilitating focus groups
- briefing, facilitating the
discussion, debriefing
Recording the discussion
What else?
Analysing focus group
data
Reporting on focus
group findings
Planning and
facilitating focus
groups
Jo Alcock
Evidence Base
jo.alcock@bcu.ac.uk
@joeyanne
https://www.flickr.com/photos/travelinlibrarian/223839049

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Planning and facilitating focus groups - University of Cambridge

  • 1. Planning and facilitating focus groups Jo Alcock Evidence Base, Birmingham City University jo.alcock@bcu.ac.uk @joeyanne
  • 2. Workshop introduction This workshop will cover all elements involved in planning and facilitating focus groups. We will cover the logistics; techniques to attract attendees; activities to engage participants; techniques to improve facilitation; and how to record and share the results of the focus group. The workshop will be interactive in nature, with discussion points throughout, and an opportunity to try things out.
  • 3. Voting activity Understanding previous experience with focus groups https://www.flickr.com/photos/94371817@N00/3932774410
  • 4. Learning outcomes By the end of the workshop, attendees will be able to: 1. Understand the value of focus groups 2. Plan, organise and facilitate a focus group 3. Prepare focus group activities 4. Report findings from focus groups
  • 5. Workshop overview What are focus groups? Why? Value of focus groups What? Planning and logistics How? Structuring and encouraging discussion What else? Using the information from focus groups
  • 6. Icebreaker activity Which represents something about you? https://www.flickr.com/photos/nataliejohnson/2122722198
  • 7. – Wikipedia “A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.”
  • 8. – Wikipedia “A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members.”
  • 10. Why use focus groups? Maximise feedback Gain a group opinion Inform further research Initiate or stimulate discussion on ‘hot’ topics
  • 11. When are focus groups useful? Complex research question with variety of viewpoints User-focused developments Understanding reasons for behaviour Limited resources (time and staff)
  • 12. Examples of focus group topics in libraries Feedback on current services Use of library space Focus of library budget - print or electronic resources? Options for supporting enquiries Planning for future
  • 13. Setting the aims of the focus group 1. What do you want to find out from the focus group? 2. What actions could the findings result in? 3. What would you need to know to inform those decisions? 4. Who would you need information from to inform the decisions? 5. Who else might have an interest in the results of the focus group, and could they provide any support?
  • 14. Agree/disagree activity How much do you agree or disagree with the following? https://www.flickr.com/photos/8489692@N03/4330199412
  • 15. What?
  • 16. Focus group logistics - when? 1.5-2 hours uninterrupted time Advertised well in advance Day and time suitable for participants and facilitators (this may require evening/weekend options depending on user groups) Lunchtime can be a good time if interested in views from those who are on campus most days - you may wish to offer food/drink as an incentive
  • 17. Focus group logistics - where? Convenient location for attendees and facilitators Private space (neutral space if appropriate) Room with plenty of space, light, and usable wall space Group discussion layout (or adjustable furniture)
  • 18. Focus group logistics - who? Organisers One key contact email/phone number for participants to contact Confirm all details with participants the day before the focus group (this sometimes results in cancellation notifications) Eventbrite can be used to help manage bookings
  • 19. Focus group logistics - who? Facilitators At least two people One to facilitate - needs to know subject, research question, and intended use of focus group findings One to record - needs to be able to take comprehensive notes, and be aware of the subject May wish to use people who are unknown to participants
  • 20. Focus group logistics - who? Participants People with an interest in the topic People who are willing to talk openly Representative of users identified when setting the aims - experience/knowledge, demographic factors, attitudes Range and group size - may choose to have mixed groups, or groups with similar types of users together
  • 21. Incentives What's in it for them? What could you offer at little or no cost to you that would nonetheless be of some value to them? Cash Amazon vouchers Printing credits
  • 22. Prioritisation activity Which are your favourites? https://www.flickr.com/photos/41117344@N05/5146172013
  • 23. How?
  • 25. Planning the discussion Plan topics to discuss and some prompt questions to assist Start with the broader topics, then follow with more specific topics Don’t be too prescriptive unless you need to be - focus groups are a useful way to unearth new topics Allow plenty of time for each topic (you probably won’t be able to cover as much as you think so keep it simple!)
  • 26. Focus group structure - electronic or print? Time Topic 15 minutes Briefing 10 minutes Ice breaker 20 minutes Preferences and why 20 minutes Features and functionality 20 minutes Accessing and using resources 20 minutes The future 15 minutes Debriefing
  • 27. Focus group toolkit Do not disturb sign Attendee list and register Discussion plan Timer Pens and paper Activity materials - stickers, post- its Recording equipment Music
  • 28. Briefing Welcome and thanks Timings (incl. breaks if applicable) and structure Recording methods (and request permission to record) Roles - expectations and responsibilities for participants and facilitators How information from focus group will be analysed and used Opportunity for participants to ask any questions
  • 29. Facilitating the discussion Gain rapport - ensure to create a positive impression before the focus group, as they arrive, and in the introduction and icebreaker Encourage discussion by asking open questions Focus on the process, not the content - use your structure and planning to help Have confidence in yourself and your ability to facilitate
  • 30. Debriefing What happens next Any further follow up (seek permission and ways to contact them) Offer incentives to stay in touch Offer opportunity for them to ask any final questions Thank them for their time and arrange incentives
  • 31. Recording the discussion Make notes in addition to any audio/video recording as a backup Review notes shortly afterwards to make sure legible and understandable Ensure to record responses to activities and if possible record who gave each response Aim to write up the focus group shortly afterwards so the discussion is fresh in your mind
  • 32. Creative thinking activity What would your perfect snack be? https://www.flickr.com/photos/11247304@N06/1340979055
  • 33. Planning focus group activities https://www.flickr.com/photos/11247304@N06/1340979055 https://www.flickr.com/photos/41117344@N05/5146172013 https://www.flickr.com/photos/848 9692@N03/4330199412 https://www.flickr.com/photos/nataliejohn son/2122722198 https://www.flickr.com/photos/94371817@N00/3932774410
  • 35. Qualitative analysis 1. Transcribe information 2. Extract key themes - be open minded to all options 3. Pull together information on each theme 4. Present findings based on themes, opinions, and strength of opinions
  • 36. Reporting 1. Introduction 2. Methodology 3. Findings 4. Conclusions 5. Recommendations
  • 37. – Extract from Evidence Base report on ebook focus groups Overall all respondents were positive about having ebook versions of key texts, but this was only as a supplement to printed materials and not as a complete replacement to them: ‘Core books as ebooks is OK but easier to look through printed books’
  • 38. Recap
  • 39. Why? Value of focus groups Examples of focus group topics Setting aims of focus group
  • 40. What? Logistics of focus groups When? Where? Who? Organising, facilitating and participating Incentives
  • 41. How? Using 4MAT Structuring focus groups Focus group toolkit Facilitating focus groups - briefing, facilitating the discussion, debriefing Recording the discussion
  • 42. What else? Analysing focus group data Reporting on focus group findings
  • 43. Planning and facilitating focus groups Jo Alcock Evidence Base jo.alcock@bcu.ac.uk @joeyanne https://www.flickr.com/photos/travelinlibrarian/223839049