1. Focus Groups

2. 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

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

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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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