Focus Groups 101

When you find yourself in need of some high-quality, qualitative data about your programs or projects, a great evaluative tool to use is a focus group. What exactly is a focus group? A focus group is a method of gathering meaningful insights and opinions from a small group of carefully selected individuals who participate in a guided group discussion. The purpose of the discussion is not to arrive at a consensus or agreement on the topic. Instead, the purpose of a focus group is to identify and understand more in-depth perceptions of a program or service than simple survey questions may answer.

Planning and holding focus group discussions may seem like a daunting task, but by following these basic steps, you can successfully use this effective evaluation tool.

Planning a Focus Group

Preparation and planning for conducting effective focus groups consist of four key components:   

Scheduling the focus group sessions; Recruitment of focus group participants; Effective communication with these participant groups; and Attention to the logistics of each focus group session.

 We will break down each of these steps, but first and foremost, a Focus Group Coordinator should be identified. This will be the point-person throughout the planning and facilitation process.

Step 1: Scheduling Focus Group Sessions

Identify the number of focus groups you would like to conduct. A total of 3-6 focus group sessions is ideal. This allows for sufficient representation of the target population (2-4 groups), whose responses and insights could also be compared with one or two control groups’.

Each focus group session generally lasts approximately 75–90 minutes. If you plan on holding multiple focus groups in one day, give yourself a cushion time of no less than 30 minutes between sessions, so that participants can comfortably arrive before and leave after other scheduled groups, or maybe have a few minutes to enjoy any refreshments that you have provided for them. 

 The scheduling of the focus group sessions should reflect the times that are best for participants. You may want to consider conducting at least one of the focus groups in the evening or even the weekend, to accommodate and include participants who have busy daytime or work-week schedules. 

Step 2: Recruit Focus Group Participants

The ideal number of participants for a focus group is 7-10 individuals – though you may consider inviting up to 12 participants, assuming a realistic cancellation rate of  approximately 20%.

To the extent possible, focus group participants should reflect the diversity of the target population.

The criteria you use to select your focus group participants is highly dependent on the information and data you are seeking. But what you don't want to do is have an 'open door' policy where anyone can just show up and participate. Because these are small groups, and because the topic of conversation may be sensitive, participants may need to feel a certain level of safety and comfort with others in the room to share their insight. So you must consider potential group dynamics when inviting participants, and plan accordingly. 

Recruitment should begin at least two to three weeks in advance of the focus group. One week prior to the scheduled focus group, the Focus Group Coordinator should finalize the participant details, using a spreadsheet that captures participants’ name, email address, phone number, and any other necessary/applicable details.

Step 3: Communicate With Participants

Following up to encourage participation is the most important thing to do in order to ensure participants feel a commitment to the focus group and show up for the scheduled focus groups. The Focus Group Coordinator will be responsible for communicating with recruited participants prior to each focus group. Prior to the focus group, the Coordinator should take the following steps:

•Send an email and/or make a phone call to each participant following the initial recruitment, one week before the focus group.

•If applicable, have the office of the director email or phone each participant prior to the focus group, thanking them for agreeing to participate, emphasizing the purpose of the focus group and its importance in providing the best support for stakeholders

•Call or text each participant that agreed to participate the day before the focus group, reminding them of the session, providing directions to the location, and confirming attendance. 

Step 4: Facilitation

Finally, the Coordinator is responsible for facilitating the focus group sessions. 

Before the sessions begin, the Focus Group Coordinator is responsible for setting up logistical arrangements. This might include the following:

• Arranging a room set-up that is conducive to a small group discussion (a large table set in a circle, so participants are able to see one another clearly, generally works best.)

• Providing refreshments/snacks that will be attractive to participants and reflect genuine hospitality and appreciation (e.g., boxed lunches, pizza and soft drinks, brownies/cookies and coffee/tea, etc.)

• Ensuring all necessary participant materials are ready, including name cards, consent forms, pens, and profile sheets. 

• Some organizations traditionally video tape all focus groups for research and reports; decide if this is something you want to do. If so, the Focus Group Coordinator will need to arrange the necessary equipment (camara(s), mic(s), etc. Note that you’ll need to gather express permission of each of the participants in order to record the focus group.

 The Focus Group Coordinator should also identify a note-taker for the focus group session(s), and ensure the note-taker has any and all necessary materials.

Finally, the Coordinator is responsible for facilitating the focus group sessions. During each session, the Coordinator will follow a pre-arranged outline, asking questions that have been prepared ahead of time.

The outline might look something like this:

1. Meeting overview

2. Collecting of consent forms

3. Participant introductions

4. Discussion

5. Summary

6. Express thanks for participation 

It is also the role of the facilitator to keep the discussion on track, meaning the facilitator may have to ask for follow-up or clarification if the discussion needs a bit of prodding (which often happens in the beginning of a focus group session); the facilitator may also need to refocus either an individual or group who has come to dominate the discussion, or taken it away from the topic at hand.

Focus Groups can be a lot of work, but the pay-offs in insight and data are usually very worth it! If you’re still feeling a little lost, Spark Group can help you plan or even facilitate focus groups for your organization. Contact us today to learn more!

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