Focus groups are an important tool in doing formative research. Here are some tips on conducting focus groups.

What are focus groups, and when should you use them?

• Focus groups are small-group interviews, typically composed of six to eight people, led by a moderator, and conducted in a relaxed atmosphere that encourages participants to share differing viewpoints.
• The moderator guides the discussion by asking open-ended questions about a specific topic. These questions produce qualitative data about the needs, opinions, and attitudes of this particular audience.
• Focus groups are an excellent way to obtain information about what is important to your audience. Due to the synergy of the small-group dynamics, researchers can often obtain information that would not typically come out of one-on-one interviews.
• Focus groups can range from informal formats to strict research formats. Choose the format that works best for the type of data or input you're after.

How do you recruit participants for a focus group?

• Your focus group should be a sample of people from your target audience, that is, as similar as possible to the make-up of your target population. For example, if the target audience is a neighborhood that is 50% African American and 50% white, your focus group of eight should ideally be four African Americans and four Caucasians.
• If there are a few different groups that you want to hear from, consider conducting separate groups, since people feel more comfortable revealing information to people they perceive as peers and equals. For example, if your goal is to improve an early intervention program for preschool children, you may want to conduct at least three different focus groups: one for parents, one for junior-level program staff, and one for senior-level program staff.
• If your budget allows, you may want to give participants a stipend, such as a restaurant gift certificate, a book, or a coupon for a free video rental.
• Figure out the best way to contact your target audience (telephone, mail, e-mail, or other means). Your invitation should mention why they are being asked to participate, the dates and times of the interviews, and any stipend or incentive they will receive.
• The best method of choosing focus group participants is random selection. If possible, randomly choose participants (within the confines of your sample characteristics). If this method is too inconvenient or unaffordable, consider getting referrals from someone who is familiar with your target audience.
• Though the ideal group size is typically 6 to 8 people, you may need to contact 10 to 20 people to get a large enough pool of participants. Also, some people will not come, so, in general, you want to have a third more people signed up than your target number (e.g., if you want 8 people, invite 12).
• Once participants are identified, send a confirmation of the date and time of the focus group, along with directions and a number to contact you in case someone needs to cancel. Call them by phone the day before the focus group to give a last reminder.

What are the steps in preparing for a focus group?

• Define your objectives. What is the information that is most critical for you to obtain or understand? What information would be nice to have if you have the time? Make a list; this will help you prepare and prioritize your discussion questions.
• Create a discussion guide for your moderator to follow in asking questions. Typically, this will be about a dozen questions. Include an introduction question that is intended for everyone to answer (see What are some key considerations for moderators of focus groups? ). In developing your core questions, pay careful attention to phrasing. Word the questions in a neutral, open-ended manner so that you will get the maximum amount of information. Figure out approximately how many minutes you want to spend on each question and include this in your guide. Assign the most minutes to your key questions.
• Select a focus group location- a comfortable room in a convenient location with ample parking. The room where you hold your focus group should be free from distractions and large enough to accommodate all participants in chairs around a table. Possible locations for focus groups are public buildings, private homes, and schools. If possible, choose a location that your target audience visits regularly.
• Take care of other logistics. Bring a tape recorder to record the focus group conversation. Provide refreshments and arrange for child care if at all possible. Bring consent forms for participants to sign to allow you to use the discussion data. If participants do not know one another, you may want to bring table tents and markers for writing their first names; this facilitates the discussion by helping the moderator and attendees address one another.
• Think about identifying a person from outside your organization who is not familiar with the participants to be your focus group moderator. A moderator who is seen to have close ties to your organization or who has personal relationships with focus group participants may influence what participants are comfortable expressing. At a minimum, the moderator should not be seen as being in a position of authority over the participants.
• If possible, have an assistant present to help the moderator with the logistical aspects of room preparation and note-taking. The assistant may want to map out the names of people around the table by discretely drawing a diagram. If the assistant keeps a rough transcript, this may help in transcribing the recording later.

What are some key considerations for moderators of focus groups?

Moderators should do the following:

• Reinforce the fact that participants have been chosen on the basis of their similar experiences.
• Encourage comments of all types, and refrain from making positive or negative judgments on ideas.
• Ask each participant to introduce themselves and answer a background question during the introductions. After participants speak once, it is more likely that they will speak again. The first question should be a brief question that relates to the discussion; for example, if the focus group is for parents, the question might be, "How many children do you have, and what are their ages?"
• To draw additional information from the group, try a short pause (about five seconds) after a participant responds. This may prompt additional comments and reflections from the group.
• Probe for more information by asking follow-up questions. For example, if a participant gives a short answer, like, "I agree," ask a follow-up question, such as, "Would you say more? What experiences make you feel this way?"
• Seek a range of viewpoints. If several participants are giving the same opinion, the moderator might ask if anyone has a differing point of view.

How do you get things started?

The first few minutes of the focus group are important for setting the right atmosphere. The introduction should include the purpose of and rules for the focus group discussion without being too rigid or overly informal, which may result in either squelching participation or creating an unproductive environment. Here is a suggested outline for the introduction:

• Welcome participants by introducing yourself (and your assistant, if applicable), describing the purpose of the group, and explaining why the information being gathered is important.
• Explain why participants were invited and what they have in common.
• Tell participants that you will be tape-recording the conversation in case you miss any comments. Stress that no names will be used in the reporting and that their comments are anonymous and confidential. Mention that during the discussion, only first names should be used. Ask participants to sign a consent form.
• Suggest some basic ground rules, such as, (1) There are no right or wrong answers, (2) All points of view will be respected, and (3) The goal is to hear from everyone.
• Explain other details: how long the discussion will be, where bathrooms are located, and that they should help themselves to the refreshments.
• Ask participants to go around the room, giving their first names and answering the first question.

What are some things to keep in mind as the group progresses?

Keep track of the time. Be clear about the length of the interview, warn people as the end approaches, and end on time.

• Try to dissuade dominating behavior by using body language (e.g., stop making eye contact with the dominator). If these methods don't work, politely redirect the person by saying, "Thank you, Bob. Is there anyone else who would like to respond?"
• If someone has (or is acting as if he or she has) more experience than the others on the topic and is dominating the discussion, reinforce the fact that all participants have important points of view that need to be expressed.
• Place shy participants directly across the table from you so you can make eye contact. This will often encourage shy participants to speak. If all else fails, call on the participant by name and ask for his or her input.
• When a participant is rambling or has gotten off track, try restating the topic to the group and asking for comments.
• At some point, ask if anyone who has not spoken yet would like to have a chance to jump in.

Checklist of Materials for Focus Groups

A list of expected participants

• Participant consent forms
• Extra pens
• Questions for the moderator (discussion guide)
• Tape recorder, microphone, and blank tapes
• Refreshments
• Table tents and markers
• Stipends, if applicable

Source for document: Krueger, R. (1994). Focus groups: A practical guide for applied research. Thousand Oaks , CA : Sage Publications, Inc.