Running a Focus Group That Produces Useful Data
Focus groups bring several participants together to discuss a topic, guided by a moderator. When they work well, the discussion reveals shared views, disagreements and ideas that might not come out in one-to-one interviews. In this blog, we'll look at when to use focus groups and how to plan, moderate and record them.
When to Use a Focus Group:
- When you want to understand shared experiences, group norms or the range of views within a group.
- When interaction between participants is likely to generate useful discussion, for example on a new service or policy.
- They are less suitable for sensitive personal topics, where participants may not speak openly in front of others.
Planning the Group:
- Many researchers aim for a group of roughly six to ten participants, which is small enough for everyone to contribute and large enough for discussion.
- Consider whether participants should be similar, such as all students in one programme, or deliberately varied.
- Plan for a session that is long enough for discussion but not tiring. Around 60 to 90 minutes is common.
- Over-recruit slightly, as some people may not attend.
Preparing a Topic Guide:
- Prepare a short list of open questions that move from general to specific.
- Start with an easy opening question that everyone can answer.
- Include prompts to encourage discussion, such as "Do others feel the same way?"
Moderating the Discussion:
- Explain the ground rules at the start: one person speaks at a time, all views are welcome, and what is said stays in the group.
- Encourage quieter participants and politely manage anyone who dominates.
- Stay neutral and avoid agreeing or disagreeing with views.
- If possible, have an assistant take notes on who is speaking and on group dynamics.
Recording and Analysing:
- Obtain consent to record, and use equipment that can pick up every voice clearly.
- Transcribe the discussion and, where possible, note who said what.
- When analysing, pay attention both to what was said and to how the group interacted, such as points of agreement and disagreement.
A well-run focus group can produce rich data about shared views and experiences. Careful planning, a clear topic guide, skilled moderation and good recording will help you get the most from each session.