Principal, Xamax Consultancy Pty Ltd, Canberra
Version of 10 March 1999
© Xamax Consultancy Pty Ltd, 1999
This document is at http://www.xamax.com.au/Res/FocusGrps.html
Focus Group work is a research technique for gathering qualitative information from a group of people. This document provides basic information on the nature, purpose and conduct of Focus Groups.
A range of research techniques is available, none completely superior to the others, and each appropriate to particular circumstances.
Where quite specific information is needed, from a large number of people, who have a shared understanding of the relevant context and language, and 'statistically valid' information is sought, then a structured questionnaire can be used, applied directly, by mail, by telephone, or by email.
Where commonality of understanding among people in the relevant population is lacking, or the researcher's current understanding of the topic falls short of the necessary level, a semi-structured questionnaire may be used to guide interviews with a set of people, in order to improve the researcher's appreciation of the context, language and issues.
Where in-depth information is needed, a case study can be performed, applying multiple techniques including interviews with a variety of participants and stakeholders, document examination and observation, in order to achieve 'triangulation', i.e. a multi-viewpoint description of the topic.
Situations arise, however, in which the opinions of the target population are difficult to extract. This is typically because the relevant people currently have very limited information available to them about the topic, but may be because the topic is highly multi-dimensional, or the opinions are polarised or fluid. In these circumstances, a focus group can be a valuable tool.
Typical topics for a focus group include an intended new product, customer perception of service quality, and public opinion on new technologies or policies.
A Focus Group is a meeting in which a Moderator informs, and encourages discussion among, a group of 6-12 people, typically for 1-1/2 - 2-1/2 hours. Discussion is 'focussed' on a topic, but is allowed to range across a number of aspects of that topic.
A record is kept of the meeting. Observers may be permitted, but may not participate. It is highly desirable that they be kept outside the vision of the participants, to avoid any direct influence on the proceedings.
It is vital that ethics be respected, in relation to understanding of the participants about the nature of the event, and consent to use of the information. The identities of the participants are not relevant (although their demographic profile generally is). Their identities are generally known to the organiser of the event (in order to organise their participation), but not to the client for whom the research is undertaken.
The room in which the event is held needs to have a suitable layout. This may be meeting-style (sitting around a table), or chat-style (chairs grouped facing one another, but without a table to rest papers and write on).
There may be a need for projection of prepared visual aids. Depending on the cognitive style of the participants, a whiteboard and/or butcher's paper may be essential or optional. It is normal to make an audio-recording of the proceedings.
A comfortable meeting environment is vital, including freedom from distractions and interruptions, and creature comforts. Biscuits, coffee, tea and water need to be available within the room.
Facilities are available in some locations with an adjacent observation-room with a window into the meeting-room that presents as a mirror to the participants. This enables the client and others to experience the event without intruding.
A group of appropriate people needs to be assembled in a room. This is dependent on recruitment and logistics. The selection process involves the conventional steps for any survey of defining the population of interest, establishing a sampling frame, and drawing a sample from it.
It is necessary that the people have an incentive to turn up, and to participate. This may be a payment, a stimulating discussion on a topic of interest to the people concerned, a gift (such as a 'show-bag' of materials relevant to the topic under discussion), or credits towards an education course or professional development requirement.
A Moderator provides an introduction to the discussion topic. This is preferably brief, and certainly not long (e.g. 5-10 minutes). It provides the information needed to ensure that the event focusses on the intended topic. It is normal to not identify the client on whose behalf the event is being held, and to not identify any product or trademark that would inevitably colour the conversation.
The Moderator has an 'agenda' of aspects of the topic that it is hoped that the participants will discuss. Great care is needed, however, to avoid the event being driven by the Moderator, and hence the agenda-items are introduced by the Moderator only as a last resort. It is highly desirable that the aspects arise organically, during the course of discussion.
It is likely that the Moderator will use some artifice to get the conversation started, e.g. by raising as a question some aspect of the topic that is reasonably easy for the participants to get to grips with, but is not particularly critical to the research.
The Moderator encourages the surfacing of aspects of topic, and interaction among the participants in order to appreciate what perspectives they bring.
Where necessary to maintain momentum and keep the discussions reasonably close around the topic, the Moderator cools down over-excited participants, soothes egos, or tosses in a grenade in order to re-launch wilting conversation.
The Moderator, or possibly an observer, writes a report identifying the aspects of the topic that arose during the session, and the perspectives on those aspects that were evident among participants.
The material may also be analysed using modestly scientific techniques (such as 'concept maps'), perhaps including the use of computer-aided tools (such as the delightfully named NUDIST) to extract underlying concepts, structures and messages.
Focus group research usually represents one element within a broader project, and the materials may therefore be provided as Appendices to a more substantial report.
Bader G.E. & Rossi C.A. (1998) 'Focus Groups: A Step-By-Step Guide', The Bader Group, 1998, ISBN: 096647080X
Brunel University note on Focus Groups, at http://http1.brunel.ac.uk/~hssrsdn/meth_fg/home.htm
Edmunds H. & Edmonds H. (1999) 'The Focus Group Research Handbook', Ntc Business Books, 1999, ISBN: 0844202886
Gaines B.R. & Shaw M.L.G., 'Concept Maps as Hypermedia Components', at http://ksi.cpsc.ucalgary.ca/articles/ConceptMaps/
Krieger R.A. (1997) 'Focus Group Kit', 6 Vols, Sage Pubns, 1997 ISBN: 0761908196
Market Research Society of Australia, at http://www.mrsa.com.au/
Neilsen J. (1997) 'The Use and Misuse of Focus Groups', at http://www.useit.com/papers/focusgroups.html
Neilsen J. (1998) 'Estimated Cost of Running a Focus Group', at http://www.useit.com/papers/focusgroupcost.html
NSU's Qualitative Research Web-Sites List, at http://www.nova.edu/ssss/QR/web.html
Templeton J.F. (1994) 'The Focus Group : A Strategic Guide to Organizing, Conducting and Analyzing the Focus Group Interview', Probus Pub Co, ISBN: 1557385300
University of Alberta Resources for Qualitative Researchers, at http://www.ualberta.ca/~jrnorris/qual.html
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Created: 10 March 1999
Last Amended: 14 July 2000
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