Tool 78: Focus Group

AKA

N/A

Classification

Data Collecting (DC)

Tool description

The focus group method is a relatively flexible process to collect the insights, opinions, ideas, and recommendations of targeted participants. Information collected in a focus group session can be clarified, explored, and expanded on immediately. Data can be preliminary or follow-up to support or confirm an intervention. The use of focus groups should be considered when it is important to involve groups that will be affected by an organizational change, when there is a clear need for subject matter expertise, or when proposed activities need to be "run by" representatives of the user organization.

Typical application

• To gain insights into general problem areas or customer satisfaction concerns.

• To verify a users' group's perception of product or service quality.

• To collect technical data from experts in the field.

• To obtain in-depth, qualitative feedback on proposed organizational change.

Problem-solving phase

→	Select and define problem or opportunity
→	Identify and analyze causes or potential change
→	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
3	Creativity/innovation
	Engineering
	Project management
	Manufacturing
2	Marketing/sales
	Administration/documentation
	Servicing/support
1	Customer/quality metrics
4	Change management

links to other tools

before

• Data collection strategy

• Audience analysis

• Run-it-by

• Buzz group

• Circle response

after

• Questionnaires

• Surveying

• Interview technique

• Competency gap assessment

• Consensus decision

Notes and key points

• A focus group should consist of 8-12 participants.

• Participants are selected on the basis of their insight and potential contribution to achieve the session's objectives.

• The focus group session should be facilitated by a moderator and take no longer than 3 hours.

• A neutral facility, away from the work location, is of great benefit.

Step-by-step procedure

• STEP 1 The Focus Group process owner and the moderator jointly develop a clear goal statement to determine (1) who the representatives are, (2) how many participants should be involved, and (3) what the composition (level and/or functions) of the focus group should be. See example Identification of Sequence Steps for Research and Statistical Analysis.

• STEP 2 The moderator develops an outline and main topic description for the session.

• STEP 3 Participants are identified and contacted by mail at least three weeks before the actual session. A follow-up call is required to confirm attendance.

• STEP 4 The session is started by introducing the moderator and recorder, reviewing of the focus group objectives, and displaying the topic statement, or if appropriate, prepared questionnaires.

• STEP 5 During the session, prepared questions are asked and responses are recorded on flip charts by the recorder(s). If needed, questions are clarified for the participants. The focus group process should allow everyone the opportunity to respond to every question asked.

  Note

  It is important that the moderator keep his or her comments neutral.

• STEP 6 Finally, a final check is made to ensure that all participants responded to all questions (there may have been a "pass" on some questions). Ask participants if everything was covered. Display all the flip charts for verification of responses collected. Record any changes or rewrites.

Example of tool application

Identification of Sequence Steps for Research and Statistical Analysis

1. Idea (Area of Interest)

2. Topic Selection (Focus)

3. Review of Literature (on-line/off-line)

4. Research Questions Formulation

5. H₁ and H₀ Hypotheses Formulation

6. Research Design/Methodology Determination

7. Proposal-Objectives of Research

8. Population Definition

9. Sample Size Determination

10. Sampling Method Identification

11. Development of Instrumentation

12. Field Testing of Instruments

13. Instruments Revisions

14. Data Collection and Follow-up

15. Encoding Data and Profiling of Data

16. Data Input and SPSS (Stats Software)

17. Descriptive and Inferential (H₀) Testing

18. 8-Step H₀ Testing Procedure

19. Findings vs. Secondary Data Evaluation

20. Conclusions (Inferences)

21. Research Outcome Evaluation (Panel of Experts)

22. Final Report