Focus Groups.

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Focus Groups. Program Development & Evaluation2 A Focus Group Is... What A carefully planned discussion To obtain perceptions of a defined interest area.
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Presentation transcript:

Focus Groups

Program Development & Evaluation A Focus Group Is . . . What A carefully planned discussion To listen to the views of selected groups on specific issues Program Development & Evaluation

Program Development & Evaluation A Focus Group Is . . . Where Participants feel free to express their views without bias and without being judged Program Development & Evaluation

Program Development & Evaluation A Focus Group Is . . . Who Approximately seven to ten people With shared interests in the issues Program Development & Evaluation

Program Development & Evaluation A Focus Group Is . . . How Introduced by a moderator, facilitator. Supported by someone to record what is said Three focus groups are the minimum for a study Program Development & Evaluation

Program Development & Evaluation Why Hold Focus Groups? To determine feelings, perceptions, manner of thinking and language of participants regarding specific issues Attitudes and perceptions are best understood by listening to how members of the focus groups talk to one another. To record qualitative data that can help explain the meaning of quantitative data Program Development & Evaluation

Why are we conducting Focus Groups for Gateway? To listen to shared and diverse views on aspects of Gateway and its impacts on participants lives. To understand the value of Gateway for participants as they describe it (including positive and negative) To record attitudes and experiences that demonstrate the feelings, perceptions, manner of thinking and talking of participants regarding Gateway To ensure that records are anonymous, unbiased and represent the range of views expressed by the groups To explain the meaning of quantitative Gateway data Program Development & Evaluation

Two Categories of Research for Gateway Qualitative Feelings Meanings Experiences Quantitative Questions (toolkits) Activity (Snapshots) Experience (reports) Together they describe, explain and measure experience Program Development & Evaluation

Key questions for Gateway Focus Groups For Gateway participants: Has participation affected their lives and that of their families? – if so how? Has participation changed their attitude to living in Portsmouth? – if so how? What have been the most important features of Gateway? For other stakeholders: Has Gateway affected the issues you address in your work? – if so how? Has Gateway affected your clients/members? – if so how? Has Gateway helped of hindered community integration? – if so how? Program Development & Evaluation

Selecting Participants for Gateway Focus Groups Participants i.e. Community Advisers, ESOL trainees, Health advisers and job club members Chosen without bias (randomly) to represent the views of participants Stakeholders i.e. People to whom clients are referred of who have worked with participants as volunteers, job shadowing Chosen randomly from those with some engagement but excluding the project team Program Development & Evaluation

Notification Procedures For Gateway Focus Groups Set meeting times for Focus Groups Contact potential participants by phone or in person (before meeting time) Send a personalised invitation Phone (or contact) each person the day before the focus group Program Development & Evaluation

Program Development & Evaluation Moderator Skills Moderators should not presume they understand the attitudes of participants they must be unbiased They should be Mentally prepared to understand the group, the process, the questions and aims of the focus group Have a clear, short introduction prepared Reassure the group of the confidentiality rules Willing to apply good listening skills Able to express open questions in simple, clear language Prepared to use pauses and probes Aware of the whole group to encourage full participation Be prepared to summarise and draw appropriate conclusion Ask trainees to list other qualities: Good listening skills Personable Unbiased Friendly Knowledgeable Approachable Inclusive Capable of not reacting to answers (positively or negatively) Capable of handling all types of respondents Flexible Program Development & Evaluation

Program Development & Evaluation Recorder Skills Recorders should listen and record the attitudes and language of group members without bias. They should be Mentally prepared to understand the group, the process, the questions and aims of the focus group Able to summarise and write down the key points made Capture specific statements and language that seem to reflect the attitudes of the group Note who said what giving numbers round the table Able to ask the Moderator if points are not clear Aware of the whole group to encourage full participation Be prepared to summarise and draw appropriate conclusion Program Development & Evaluation

Program Development & Evaluation Analysis of Outcomes Moderator and recorder will need to meet to: Start to pick out key points while still in the group Immediately after the focus group reflect on lessons learnt and assess conclusions Later-- within days analyse the series of focus groups Finally, prepare the report   Program Development & Evaluation

Program Development & Evaluation Asking Questions Use open-ended questions Avoid biased questions "Why?" is rarely asked Use "think back" questions Carefully prepare focus questions Consider asking questions in a systematic order Program Development & Evaluation

Activity – 1 Open unbiased questions Open, unbiased questions encourage people to express their way of thinking Do you like Portsmouth? - is a closed question What do you like about Portsmouth? - is biased Practice in groups of two Each pair will develop mock interview questions. Begin with open unbiased questions and add more specific, probing questions. Examples: What do you think about Portsmouth? What things about Portsmouth do you like or dislike? Why do you feel that way? Program Development & Evaluation

Program Development & Evaluation Active Listening We were given two ears, but only one mouth. That’s because listening is twice as hard as talking. The key is to focus on being a good listener Use open, unbiased questions – So how has this affected you – not - Have you enjoyed participating Listen - concentrate on what the speaker is saying - not - your next question Use body language – lean and tilt your face toward the speaker, keep an open expression – don’t - frown or nod Use receptive language - I see, uh huh – not – but surely Summarise in a non biased way - So you see this as an opportunity – not – it must be a great opportunity Find a volunteer that will tell you a story about their last vacation, model poor listening skills. Get 2 new volunteers to: a) talk about their last vacation, and b) to model good listening skills Program Development & Evaluation

Activity – 2 Asking and Listening Now, find another pair and take turns asking the questions your team developed Note the listening skills of the interviewer: Did they make eye contact? Did the body language encourage participation? Were they listening? Summarise what was said Did they catch everything you meant? Program Development & Evaluation

Beginning the Focus Group Discussion The first few moments in focus group discussion are critical. Create a thoughtful, permissive atmosphere Provide the ground rules Set the tone Recommended introduction pattern: Welcome Overview and topic Ground rules First question Program Development & Evaluation

Running the Group – Give everyone a chance Make sure all members feel valued Encourage non-talkers to be more expressive Look at them and use the pause – it is a powerful prompt Give verbal and non-verbal (a nod) cues to participants Encourage those who talk too much to let others speak Look round the table to check agreement Check for disagreement – arms crossed –looking away Smile!! Program Development & Evaluation

Program Development & Evaluation Ending the Focus Group Summary question "Is this an adequate summary?" All things considered question Ask participants to reflect on the entire discussion and then offer their positions or opinions Final question "Have we missed anything? Thank the group for coming!!! Program Development & Evaluation