A focus group is a small group study conducted in an enclosed setting about a chosen topic. People who are demographically similar and share common experiences and traits are chosen to be participants. In these groups, there is a moderator present to ask questions and record answers. The purpose of a focus group is to provide a safe and open space for participants to share ideas, opinions, and preferences. Due to its small size, focus groups allow participants to engage in open discussions without feeling judged or generalized. When participants answer questions, their answers, body language, and responses to others’ answers are taken into consideration. By the end of the discussion, the goal is to obtain feedback on the topic.
So what can you do to start your own focus group?
To begin, find a topic for your group to focus on and devise a list of questions you would like to get feedback on. It is important to choose your questions carefully, as they should be open-ended. Participants should not be able to provide one-word answers to questions, as that makes it easy for the discussion to end quickly. It is a good idea to start off with broader questions before transitioning to more specific questions.
After that, a target audience must be chosen. It is important to have a group of people who share common experiences and come from similar demographics to get the most accurate results. For example, if you were focusing on what history class to recommend incoming juniors, instead of targeting “juniors,” you might want to target “current juniors who are taking AP World History.” In choosing participants, the goal is to be as precise as possible.
Along with a group of participants, a facilitator must be chosen. This person will serve as the moderator for the group. They will ask the questions and record responses throughout the discussion. They will also monitor the group so there are no sidetracked conversations, and so that everyone gets to provide feedback in a non-judgemental environment.
Once you have figured out a topic and found a group of people, you must arrange a spot for the group to be held. Having a comfortable and safe environment where participants are at ease and willing to openly speak is essential. Without a welcoming and supportive atmosphere, it is unlikely that participants are comfortable speaking their minds. Try finding a nice venue or cozy classroom where people will feel at ease. Although it is easier in-person, focus groups can also be held in online environments.
Be sure to take time into account. Once participants start fidgeting, it is time to end the discussion. Thank the participants and make sure to let them know they should feel free to provide additional feedback even after the group has adjourned.
Article by Ashlesha Dhakal of Northwest High School
Photo courtesy of Unsplash