Focus Group Interviews

1. How to Conduct Focus Groups
LSS 2533: Research Methods
Dr Christine Coombe

2. What is a focus group?
• A focus group is where a number of people
are asked to come together in order to discuss
a certain topic/issue for the purpose of
research
• Popular within the fields of
– Market research
– Political research
– Educational research

3. The Role of the Moderator
• Focus groups are facilitated by a moderator
• The job of a moderator is to
– Ask questions
– Probe for more details
– Make sure the discussion does not digress (go off
topic)
– Try to ensure that everyone has an opportunity to
provide input
– Learn how to deal with awkward situations

4. Getting Started…..
• The moderator should start off by getting people
to relax
– A relaxed environment results in better data
• Must explain
– the purpose of the group
– what is expected of them
– what will happen to the results
– negotiate the length of focus group
• No late arrivals or early departures
• 1.5 hours is viewed as ideal length

5. Getting Started….
• Assure participants of anonymity and
confidentiality
– Two-way street
• Anonymity is _______________.
• Confidentiality is _______________.

6. Asking Questions
• Start with easy, general questions
• Don’t expect personal disclosures early on
• Listen carefully to everything that is said
• Make good eye contact with all involved
• Take notes on important issues
• Don’t let one person dominate the discussion
• Choose either a list of Qs or a list of topics
• Overall aim: free flowing discussion between
participants

7. Seeking Responses
• Try to get as many opinions as possible
• Some participants may need gentle persuasion to
make a contribution
• Stick to your timings
• If people want to stay longer, let them
– Sometimes most pertinent info is said after FG is over
• Nervous participants may want to discuss topic
individually with moderator after FG is over

8. Finishing the Focus Group
• Thank participants
• Leave a contact name/number and/or email
• Offer a copy of the report generated to
interested participants

9. Recording Equipment
• Some market research organizations have
purpose built viewing facilities with one-way
mirrors and built in visual recording
equipment
• Think about whether you need video
recording equipment
• Sometimes audio recording equipment is all
you need.

10. If you do decide to video/audio record
your FG……..
• Set recorder on a non-vibratory surface at
equal distance from each participant so
everyone is heard & away from refreshments
• Place it in the middle of the room and test it
from every seat
• Most people’s voices start off quietly at the
beginning and get louder as they relax
• Be aware of any outside noise

11. Choosing a Venue
• The venue will affect participation levels, the level
of discussion and the standard of recording.
• Think about things like:
– Accessibility (public transport, location, physical
access, parking)
– Comfortable room (big enough, comfortable chairs)
– Free from distractions (noise, people, windows)
• Consider room set up (theatre, classroom, circle)

12. Recruiting your Participants
• Take your time to recruit your participants
• Goal is a high turn out
• Ideal number is 9 or 11 (odd numbers work
better)
• Over recruit by between 3 to 5 people
• Offer incentives for people to attend
(refreshments)
• Goal is a free-flowing, useful and interesting
discussion
• Don’t bully or force someone to attend
• Don’t include people in positions of power

13. Now Over to You……..
• In groups of four:
• Think of a topic that you might conduct a
focus group on
• Topic should be educational in nature
• Invite teachers to participate in your focus
group
• Select a moderator, 2 note takers, 1 observer
• Conduct FG