Guide to Moderating Focus Groups

Greenbaum, Thomas L. 2000. Sage Publications, Inc.
H 61.28 G73 2000

Focus groups Introduction

A qualitative research technique involving groups of 7 to 10 people, recruited on the basis of similar demographics, psychographics, buying attitudes, or behavior, who engage in a discussion, led by a trained moderator, of a particular topic.

Held in a facility where a one-way mirror exists to permit observers to watch the session
Conducted by an objective, external, trained facilitator
Composed of 7 to 10 people (or 4 to 6) who were recruited on the basis of common characteristics
Implemented using a discussion guide that has been prepared in advance to ensure that the appropriate topics are covered in the session and that the proper amount of time is allocated to each
Executed in such a way that the participants interact with each other both verbally and nonverbally
Contain a vehicle for the observers to communicate with the moderator during the session to ensure that the process is interactive between both parties
Conducted in an environment that is conducive to all participants’ giving their complete attention to the discussion topics for the entire session

Focus groups used to understand the “why” behind a behavior.

Role of the Monitor

Strategic Consultant and Planner
Content Manager
Project Coordinator/Implementer
Facilitator
Analyst/Communicator

Screening Questionnaire/process

Introduction – basic background questions
Security & participation section – weed out participants who’ve recently participated or who have a vested interest in the subject matter
Series of attitude & behavioral questions
Demographic summary
Articulation question – used to filter participants who will have trouble participating due to language or other debilitations
Invitation – if they pass the above criteria

Recruiting Process

Homogeneity is important for group discussions
In most situations it’s important to not cross generation lines within a group. Wide differences in age will not be conducive to good group discussion.
Sometimes it’s advisable to separate males and females within a group. (especially with teenagers)
It’s generally advantageous to have people in the same group who have relatively similar experiences with the product or practice in question.
Homogeneity also helps the analysis since you don’t have to spend time focusing on individual results relating to their particular circumstances
Re-screen participants on the day of the groups to ensure you’re getting who signed up
Recruit more people than you need to offset no-shows

Pre & Post group briefings

Viewers should arrive 45 minutes early to avoid contact with participants

Pre-group briefing with observers:

Reiterate the research objective
Overview of where we are in the research process
Overview of the recruitment process and the characteristics of the participants—including why they were selected, the process used to recruit, the amount of money participants are receiving, anticipated # of participants
Administrative details (food, bathrooms, be quiet, etc.)
Process for communications during the group (no notes or interruptions into the group allowed)
Tips for observing (talking to a minimum, keep big picture in mind, listen don’t write, keep open mind)
Three-part review of the discussion guide

Guide’s role in the discussion including how tangents will work
Flow and content of the guide, identifying when the moderator may come into the back to check in
Explanation of the external stimuli to be used

Revisions or additions to the guide
Questions from the observers

Post-group briefing

Keep it brief, 15-20 minutes
Important for the first two groups especially so changes can be made if necessary
Moderator must maintain posture of objectivity
Make sure observers are comfortable with the approach being used

Discussion Guide

Facilitates communication between the organization and the moderator
Directs the flow of the conversation during the group
Predetermines the structure of the final report
Written in outline form

Sections

Introduction

Moderator introducing herself—not as a category expert
General purpose of the group
Administrative details of the proceedings, including the purpose of the one-way mirror
Introduction of participants to group

Data Collection

Brief written exercises (10 minutes)

Awareness and attitudes; importance of characteristics of subject; history of contact with subject
Author recommends this over waiting room questionnaires

Warm-Up Discussion (ice breaker)

Subsequent discussion sections

At least half of the group time

Advice to the president

Final section
What if the president were to come in and ask for 30 seconds of advice regarding the topic?
Group members to write down what they think would be a good idea

External Stimuli

Participants can be much more helpful if they’re asked to respond to a tangible stimulus (like a picture) instead of to verbal descriptions.

Types of external stimuli (not complete)

Written product descriptions/concept statements

Read then comment

Product or packaging samples
Ads / Storyboards
Promotional concepts
Live Internet
Written exercises

Showing several different ideas

The order in which they’re presented should be rotated from one group to the next
The concepts should be presented individually but sequentially, with no discussion, and participants writing their comments between ideas.
Use an exercise that will polarize the people in the group relative to the various ideas before the discussion commences.

i.e. write down which presentation you relate the most to and the least to.
Use this procedure for each idea before discussing

Moderating Fundamentals

Recommends that the moderator not enter the group room until the session is ready to start
Establish the rules

Only one person talking at a time
Participants should speak loudly to be heard and recorded
Rules on food and drink
Rules on beepers and cell phones

Make use of name tags
Before group inform titled people that we’ll be using first names and then ask for that
Take notes on the discussion guide
Use quantitative scales to help polarize the participants
It’s important that the moderator not have a point of view regarding the outcome of the group
Use “write-down” exercises to make sure all group members have their say
Don’t let one individual dominate the discussion
Interesting discussion for removing intolerable participant

Advanced Moderation Techniques

Write-down exercises

First thoughts and overall ratings—used to top of mind reactions

Description; overall reaction (10pt scale); first thoughts

Importance of characteristics (including explanation why characteristic is important to the participant)

Characteristic; overall rating (10pt scale); comments

Preference rating

Position-fixing exercises—used to lock participants into a POV

“Write down your impression of this new idea (that has been generated by the group)” (10pt scale)

Energizing exercises (used when people are getting bored)

“Write down the name of a car you identify with this concept and a short sentence why.”
Select the animal most closely associated with the product
Comparing foods (hamburger vs. steak)
Select the color most closely associated with the product
Tell a short story about the product, making the product into a real person. What kind of person is it in terms of marital and family status, interests, personality traits, and other characteristics?