Focus Groups

Focus groups are a valuable method for collecting qualitative information that may be difficult to obtain using other approaches. They involve a group of individuals with specific characteristics engaging in a guided discussion to provide insights on a particular topic.

What Are Focus Groups?

A focus group typically consists of six to twelve participants. The group size is dependent on two factors: that the group is small enough for everyone to contribute but large enough to capture diverse perspectives. A focus group is special in terms of its purpose, size, composition and procedures. Participants are selected based on shared characteristics relevant to the research topic, such as parents of gang members. Importantly, the participants are usually unfamiliar with each other, which helps maintain objectivity. Often, multiple focus groups are needed to ensure the findings are not skewed by the specific composition of a single group.

A trained moderator facilitates these discussions, probing for various viewpoints without pressuring participants to reach consensus. Focus groups are particularly useful for assessing needs, testing new ideas, improving existing programs, and developing strategic plans.

Advantages and Limitations of Focus Groups

Advantages:

Flexibility: Moderators can ask follow-up questions and dive deeper into participants' responses.
Speed: Results can be gathered and analysed quickly.
Cost-Effectiveness: Focus groups are often less expensive to plan and conduct than large-scale surveys or individual interviews.

Limitations:

Need for Skilled Moderation: A trained moderator is essential to manage the discussion effectively.
Data Complexity: Analysing qualitative data from different groups can be challenging.
Logistical Challenges: Organising groups and ensuring participants are available can be time-consuming.
Potential for Inhibited Responses: Participants may feel hesitant to share openly in the presence of others.

Guidelines for Conducting Focus Groups

Focus group discussions are ideal for exploring topics that are difficult to address through surveys or interviews. They encourage participants to contribute their views and experiences in a collaborative setting. The following steps outline the process of conducting effective focus groups:

1. Developing a Discussion Guide

The discussion guide serves as the blueprint for the session, containing the questions to be posed. The number of questions should be limited to ensure focus on key issues. Avoid spending too much time on background information and concentrate on topics that are important to the research question. There are two elements that should be considered when drafting the guide:

The specific information to be gathered.
The characteristics of the participants.

A consistent discussion format should be used across all groups to enable comparisons between responses.

2. Reserving a Time and Place

Schedule the sessions well in advance and choose a location that is convenient and accessible for participants. Finding a location quickly allows enough time to communicate logistical details to potential participants. Researchers should attempt to find the most convenient and accessible location for the participants.

3. Providing Incentives

Individuals that consent to take part in a focus group session should be compensated for their participation. To encourage participation, offer incentives such as cash payments, lunch or dinner. Snacks and beverages also may be offered. These gestures not only incentivise attendance but also help create a relaxed and open atmosphere.

4. Selecting Participants

Identify groups relevant to the research topic. This will provide an estimation of the number of group sessions that will be conducted. Time, money, and the number of potential participants available will determine the number of groups that are feasible for each community. Aim for 6–12 participants per session, ensuring the group is small enough for active participation and large enough to represent diverse viewpoints.

Moderating Focus Group Discussions

An experienced moderator is crucial for guiding the discussion effectively. If an external moderator cannot be arranged, the following best practices should be observed:

Maintain Flow: Keep the discussion on track while allowing participants to share their thoughts freely. Gently redirect conversations that stray off-topic. The moderator should keep the discussion as informal as possible and should encourage all participants to be transparent. The moderator is in charge of the discussion, and it is their duty to draw information from the participants.
Keep It Neutral: Avoid expressing personal opinions or influencing participants. People will mostly likely disagree during the discussions. It is important that the moderator gives equal time to all perspectives and encourage respectful disagreements.
Set a Time Limit: Sessions should last about 90 minutes, depending on participants' engagement and the amount of information to be covered.

Analysing Focus Group Results

After each session, the moderator or an observer should prepare a detailed report summarising the discussion. The report should include:

Background and Objectives: An overview of the study’s purpose and goals of the focus group.
Methodology: Detailed description of when, where and how the focus groups are conducted. It should describe participant characteristics and selection criteria. It should inform readers that discussion results are the opinions of a small sample and should be viewed with that consideration in mind.
Summary: A summary is a concise (one to two pages) overview of the key findings. It is suggested that this section be bullet-pointed or numbered.
Highlights of Findings: An in-depth analysis of participant responses, supported by direct quotes and comments.

Conclusion

Focus groups are a powerful tool for collecting qualitative data and exploring issues that cannot be adequately addressed through surveys or interviews. By bringing together participants with shared characteristics and facilitating a guided discussion, researchers can uncover valuable insights to inform decisions and strategies. With careful planning, skilled moderation, and thorough analysis, focus groups can provide meaningful contributions to understanding complex topics.