The workshop covers all elements involved in planning and facilitating focus groups. It covers 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 is interactive in nature, with discussion points throughout, and an opportunity to try things out.
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.
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
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
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
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
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
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’
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