A focus group typically brings together 6 to 10 people for guided discussion on a specific topic or with a specific group of people. A facilitator normally questions and prompts for more detail, lasting between 60 to 90 minutes. Participants are selected in advance and represent a snapshot of time and experiences of those people involved. They do not represent others but can give you a better understanding that you can use to achieve the goals of your focus group.
The benefits of a focus group
Benefits include:
- Focus groups work well for people who are not comfortable talking in large groups, or people who are not willing or able to give written answers.
- Free flowing conversations which allow you to learn about complex issues
- Insight into people’s experiences, attitudes, feelings and beliefs – which is more in depth or personal than other research methods
- High levels of interaction due to small group sizes
- The ability to test solutions or to explore the group’s perspective of a problem and generate ideas
- Opportunities to clarify and confirm what is being said to enhance your understanding of someone’s comments, which is more difficult with other research methods, such as written surveys.
Key things to consider
Who would you like to hear from – from example, people most impacted by your project, health topic or people from health inclusion groups or people who live in particular areas.
Inviting and recruiting participants – consider how can you reach the people you want to hear from. You could consider where people often attend and arrange the meeting that way. If advertising more broadly, consider what forms of media your target group uses, or who could help you contact them. For example, local Facebook groups or local community and voluntary organisations who work in the community. When advertising a focus group, any advert should be clear on the purpose, who you are keen to hear and what questions will be asked. You should also consider including how participants will be reimbursed for their time for example, through a voucher.
Organising the practicalities (including a facilitator and notetaker/s) – this will include whether your focus group is online or in person and organising a suitable venue. You’ll need to decide who will facilitate the session, who’ll take notes and who will write up an analyse the feedback afterwards. The facilitator is responsible for leading the conversations, asking questions and making sure everyone has the chance to speak. We also advise considering who is the subject matter expert in the room, to answer any questions that may arise during conversations – for example about specific services. Recording devices and transcription software can be used to make recording feedback easier – as long as you have permission from participants.
Develop a conversation guide – The conversation guide is prepared in advance of your event and provides the facilitator with a script, key topics and questions. It’s important that you plan your questions carefully, so that you get the feedback you need from your participants in the limited time you may have with them. Surveys and questionnaires
Pre-focus group conversations with participants – it is important to make sure your participants know what to expect when they come to your focus group. When a participant expresses an interest in taking part, it’s good practice to:
- Explain how the feedback will be collected and used.
- Explain you will invite them to complete demographic monitoring forms and consent forms as part of the process.
- Ensure participants understand the subject that’s to be discussed, check their experiences is relevant and they are happy to share their views.
- Explain confidentiality, what personal information will be recorded, for what purpose and how it will be protected.
Tips for facilitators
Ground rules – Set some ground rules at the beginning to make the meeting more productive and enjoyable. Common ground rules include things like being respectful of other participants, not interrupting, and staying on topic.
Starting the conversation – Invite the group to introduce themselves. Use a simple ‘warm-up’ question that is open (not requiring a ‘yes/no’ response) – for example, ‘How long ago did you or someone you support/care for access this service?’.
Keeping everyone on topic – use your conversation guide to ask questions to bring the discussion back to what’s most relevant
Bringing new people into the conversation – encourage all participants to share their experiences. Ask ‘how do others see this?’ as a conversation starter.
Summarise points or range of opinions on issues discussed – explain what will happen with what they’ve said, where they can get feedback and how they can be informed of developments.