1. Focus Group Training Allison Nichols, Ed.D. Evaluation Specialist WVU Extension Service

2. Goals  Participants will learn about: The uses for focus groups How to write focus groups questions How to conduct focus groups Ways to analyze results Ways to report results

3. FOCUS GROUPS  Purpose To understand how people feel or think about an issue, product, service, or idea.

4. FOCUS GROUPS  Results Qualitative analysis of the discussions provides clues and insights into how an issue, product, service or idea is perceived.

5. FOCUS GROUPS  Participants Five to ten participants are selected because of what they have in common related to the topic being studied.

6. FOCUS GROUPS  Moderator The moderator should be knowledgeable about the subject but should not be someone who is identified with the organization or issue.

7. USES OF FOCUS GROUPS  Decision Making Decisions are not made by the group. Decisions are made from the findings of the focus group.

8. USES OF FOCUS GROUPS  Product or Program Development Steps:  Gather information about the target audience’s preferences  Test the prototypes --- Pick the best one  Evaluate the project after it has been up and running for awhile

9. USES OF FOCUS GROUPS  Customer Satisfaction Identify ingredients of satisfaction Discover conditions that influence satisfaction Design instruments that can quantify satisfaction

10. USES OF FOCUS GROUPS  Planning and Goal Setting Stakeholders discuss how they see the organization; its strengths, weaknesses, the advantages of moving in certain directions.

11. USES OF FOCUS GROUPS  Needs Assessment A discovery of needs in an interactive environment allows people to ponder, reflect, and listen to the experiences and opinions of others.

12. USES OF FOCUS GROUPS  Policy Making and Testing Focus groups can help to identify and understand the criteria needed for successful rules, laws, or policies. The organization can determine which options are easiest for the public to adopt or follow and understand.

13. FOCUS GROUP DESIGN  Multiple Groups Group discussions are conducted several times with similar types of participants.

14. FOCUS GROUP DESIGNS  Single Category Design One target audience  Multiple Category Design Two or more target audiences  Double Layer Design Two or more target audiences divided by categories such as locations, institutions, etc.  Broad Involvement Design A primary audience is identified and multiple groups are formed with this audience. Other less important audiences are also included in the study, but to a lesser degree.

15. FOCUS GROUP QUESTIONS  Good focus group questions are: Short Clear Conversational Open-ended One dimensional

16. FOCUS GROUP QUESTIONS  Opening Questions Get everyone talking Make people feel comfortable Easy to answer Answered by facts, not opinions or attitudes Do not highlight differences between participants

17. FOCUS GROUP QUESTIONS  Introductory Questions Introduce the topic of the discussion Open-ended Allow participants to say how they feel about the issue/product

18. FOCUS GROUP QUESTIONS  Transition Questions Move the conversation into the key questions Logical link between the introductory questions and the key questions

19. FOCUS GROUP QUESTIONS  Key Questions Drive the study Are developed by the research team Are the questions that will be analyzed Require more time; often 10 to 20 minutes each Begin one third to one half into the focus group

20. FOCUS GROUP QUESTIONS  Ending Questions Three types:  All-things-considered questions Final position of participants  The summary question Moderator gives a summary and asks about the adequacy of the summary.  The final question Moderator gives a short overview of the purpose of the study and then asks, “Have we missed anything?” “Is there anything that we should have talked about?”

21. FOCUS GROUP QUESTIONS  Tips for writing questions: Use open-ended questions Ask participants to think back Be cautious about giving examples Ask general before specific Ask positive before negative Ask un-cued questions before cued questions

22. HEALTHY EATING FOCUS GROUP QUESTIONS  OPENING Please tell us your name and your favorite place in West Virginia.

23. HEALTHY EATING FOCUS GROUP QUESTIONS  INTRODUCTORY What is a "healthy lifestyle”?

24. HEALTHY EATING FOCUS GROUP QUESTIONS  TRANSITION Think back to the last time you wanted to make a change in your eating habits. What kind of barriers or roadblocks did you run into as you made that change?  TRANSITION What helped you most to make that change?

25. HEALTHY EATING FOCUS GROUP QUESTIONS  KEY 1 If you wanted to eat a healthier diet what kind of help would you need?  KEY 2 How would you like to receive that help? CUE  For example, one way might be to participate in a food demonstration or a hands-on food preparation. Others of you might prefer to watch a video, hear a lecture, participate in a group sharing, or read a book or pamphlet.

26. HEALTHY EATING FOCUS GROUP QUESTIONS  KEY 3 Suppose a program on healthy eating was held in your area. What would motivate you to attend?  KEY 4 What would keep you interested in attending the program over time?

27. HEALTHY EATING FOCUS GROUP QUESTIONS  ENDING We intend to continue to offer healthy eating programs around the state. What advice do you have for us?

28. EXERCISE  Divide into small groups  Pick a topic/issue that the group would like to know more about  Write one of each type of question Opening Introductory Transition Key Ending

29. CONDUCTING A FOCUS GROUP  The Moderating Team Moderator  Directs the discussion  Keeps the conversation flowing Assistant Moderator  Takes comprehensive notes  Operates the tape recorder  Handles the environmental conditions and logistics  May give a short summary of the key points of the discussion

30. CONDUCTING A FOCUS GROUP  Pre-session Strategy Everything should be set up ahead of time  Sign-in sheets  “Name tents” placed the table where you want participants to sit  Snacks and light refreshments on a table to the side of the room  Tape recording equipment and microphone in plain sight of participants

31. CONDUCTING A FOCUS GROUP  Pre-session Strategy The moderating team acts as hosts  Greets participants at the door; introduces themselves  Focuses conversation on human experiences such as the weather, children, pets  Observes participant interactions Notes dominators Notes experts Notes shy or quiet individuals

32. CONDUCTING A FOCUS GROUP  Pre-session Strategy The moderating team places the name tents in strategic positions  Dominators/experts sit at the moderator’s side  Shy and quiet participants sit across from the moderator to facilitate eye contact

33. CONDUCTING A FOCUS GROUP  During the Focus Group The group discussion should be recorded. Moderator should introduce the recorder as a tool to help capture everyone’s comments. The Assistant Moderator should take detailed notes. The Moderator writes down things that will help him direct the flow of the conversation.

34. CONDUCTING A FOCUS GROUP  During the focus group the Moderator should: Set the tone for the discussion Create a permissive atmosphere Give a 3-5 minute introduction  Welcome  Overview of the topic  Ground rules  The first question Promote beneficial conversation Redirect dead end conversation

35. CONDUCTING A FOCUS GROUP  During the Focus Group The five-second pause Promotes additional points of view or agreement

36. CONDUCTING A FOCUS GROUP  During the Focus Group The probe – request for additional information Would you explain further? Would you give me an example of what you mean? Would you say more? I don’t understand. Does anyone see it differently? Has anyone had a different experience? Are there other points of view?

37. CONDUCTING A FOCUS GROUP  During the Focus Group Dealing with experts Underscore the fact that everyone is an expert. Avoid responses that would highlight participants’ levels of education, affluence, etc. Seat the dominant person next to the moderator to exercise control using body language. Verbally shift attention. “Thank you, John. Are there others who wish to comment? Avoid eye contact with the talker.

38. CONDUCTING A FOCUS GROUP  During the Focus Group Dealing with shy respondents  Place at the side of the table to maximize eye contact.  Call on shy person by name.  Say, “Tom, I don’t want to leave you out of the conversation. What do you think?

39. CONDUCTING A FOCUS GROUP  During the Focus Group Dealing with rambling respondents  Discontinue eye contact with the rambler about 20 to 30 seconds.  As soon as the rambler stops, fire away with the next question.

40. CONDUCTING A FOCUS GROUP  During the Focus Group Avoid verbal responses that communicate accuracy or agreement  “Correct”  “That’s good”  “Excellent”

41. CONDUCTING A FOCUS GROUP  During the Focus Group Responding to participants’ questions Before the focus group  Provide sufficient information to put the participant at ease.  Do not give information that might be leading.

42. CONDUCTING A FOCUS GROUP  During the Focus Group Responding to participants’ questions After the introduction  Don’t invite these questions.  If someone does ask a question, decide if it should be answered or postponed until later.

43. CONDUCTING A FOCUS GROUP  During the Focus Group Responding to participants’ questions During the focus group  Consider each individually; some should be answered, some should be deflect back to the participant or group. At the conclusion of the focus group  These questions are welcomed.  If a question was postponed, it should be brought up here

44. CONDUCTING A FOCUS GROUP  During the Focus Group Participants bring children Have a team member be a babysitter If the child is quiet, include the child and parent in the discussion

45. CONDUCTING A FOCUS GROUP  During the Focus Group Uninvited adults show up Chat with them in the pre-session, then make a decision as to whether to find a place for them to wait or have them join the discussion.

46. CONDUCTING A FOCUS GROUP  During the Focus Group The group gets so involved that they don’t want to leave. Consider staying and listening to the conversation. If you have to leave adjourn and let the participants stay if that is possible.

47. CONDUCTING A FOCUS GROUP  Concluding the Focus Group Thank the group for participating, wishing them a safe journey home. Summarize the main points and ask if this summary is accurate. Ask the final question.

48. ANALYZING FOCUS GROUP RESULTS  Analysis is driven by the purpose of the study. Determines the value of the information Determines the depth of the analysis

49. ANALYZING FOCUS GROUP RESULTS  Analysis is verifiable by: Field notes Recordings Oral summary of key points

50. ANALYZING FOCUS GROUP RESULTS  Analysis is a continuing process It is done concurrently with data collection. Each group is analyzed and compared to earlier groups.

51. Analysis Strategies  Make two copies of all transcripts and notes.  Select a way to identify each quote on notes and transcripts Color code Number each line

52. Analysis Strategies  Write down each question you want to analyze.  Consider each quote separately.  If a quote answers a question, paste it under the quote.  If a quote does not answer one of the questions, put it aside for review later.

53. Analysis Strategies  Ask someone else to review the quotes under each category to verify your results.  Write a descriptive summary of what each type of group said under each category.  Compare and contrast what each said.

54. Analysis Strategies  Ways to determine how much weight to give comments. Frequency  How many people said something Specificity  Details provided Emotion  Enthusiasm, passion, intensity Extensiveness  How many different types of people said something

55. WRITING THE REPORT  Structure of the report Question-Based Report  Example from the healthy lifestyle study: What kind of help do participants want? From where do they most want to receive it? What would motivate them to participate in a program? What would motivate them to stay in the program?

56. WRITING THE REPORT  Structure of the report Theme-Based Report  Example from the healthy lifestyle study: Traditional support group vs. computer- based diet assistance; modes of delivery differ for different age groups.

57. RESOURCE  Krueger, R.A. & Casey, M.A. (2000). Focus Groups: A Practical Guide For Applied Research, 3 rd Edition. Thousand Oaks, CA: Sage Publications, Inc.