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Facilitating Focus Groups Insert date Insert presenters.
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Transcript of Facilitating Focus Groups Insert date Insert presenters.
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Facilitating Focus Groups
Insert dateInsert presenters
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Agenda
■ Introduction■ Agenda■ Purpose and Objectives■ What is a Focus Group?■ Preparation Activities■ Facilitation Activities■ Wrap-up Activities■ Conclusion
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Purpose of this Brownbag
■ Provide best practices for facilitating focus groups, to ensure that your next focus group is productive and effective.
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Learning Objectives
■ At the end of this brownbag, you will be able to: Explain what a focus group is Describe how to prepare for a focus
group Explain how to conduct a focus group Explain how to capture focus group
results
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WHAT IS A FOCUS GROUP?Section 1:
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Overview of a Focus Group
■Moderated discussion with 8 to 12 participants
■ Typically lasts 2 hours■ Covers a range of topics that are
decided beforehand■ Used to gather qualitative not
quantitative data
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Overview of a Focus Group (cont.)
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• Discuss purpose with client
• Perform existing materials review
• Develop session objectives, outcomes, and questions
Create Discussion
Guide
• Submit discussion guide for review
• Revise discussion guide if necessary
Receive Client
Approval• Provide
facilitator and recorder
• Stay on task via discussion guide
• Listen actively and capture group ideas
Conduct Focus Group
• Review notes• Identify themes,
trends, patterns, etc.
• Document findings and present to client
Report Findings
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PREPARATION ACTIVITIESSection 2:
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Preparing for the Session
■ Identify the key objectives
■ Inform yourself■ Plan logistics■ Invite the
participants
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Developing the Discussion Guide
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The Discussion Guide is reviewed and approved by all key stakeholders.
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Immediately Before the Session
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Roles and Responsibilities
■ Facilitator Keep discussion on
track Accomplish focus
group objectives
■ Recorder Capture major
comments/insights
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Tip: If this is your project, you should attend as either the facilitator or the recorder—or as an observer.
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What if you have to cover both roles?■ Good luck!■ Just kidding.
Ask your client to arrange a recorder if possible
Bring an audio recording device Make good use of the flip charts Review your notes immediately after the
session
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Tools for Focus Groups
■ Whiteboard■ Flip charts■ Sticky notes or
blank sheets of paper
■ Recording devices (laptop, audio, video)
■ Projector■ Computer lab 14
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FACILITATION ACTIVITIESSection 3:
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Facilitating the Session
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Debrief
Open Session
Ask clarifying questions
Capture responses
Summarize what you
heard
Ask baselin
e questio
n
Capture response
s1
2
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Facilitating the Session (cont.)
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Core Practices
Stay neutral
Ask Questions
Stay on Track
Summarize clearly
Collect Ideas
Listen actively
Synthesize Ideas
Paraphrase
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Brainstorm Exercise
■What do I do if… Chatty Cathy won’t stop talking Timid Tracy won’t participate Goofy Gus is distracting participants Eager Ethan keeps interrupting others Nobody wants to share
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WRAP-UP ACTIVITIESSection 4
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Immediately After the Session
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Press the flesh• Exchange business cards• Learn more
Debrief with co-facilitator• Constructive feedback• Group observations
Document• Review notes and fill in gaps• Identify main themes for session
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Presenting the Results
■ Tie findings back to the overall objectives
■ Presentation format can be formal or informal
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Focus Group
Results
Tip: Clarify client expectations during project initiation.
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CONCLUSIONSection 5
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Focus Groups vs. Meetings
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Additional Resources
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■ Bens, Ingrid. “Facilitation at a Glance! 2nd Edition.” www.amazon.com
■ Edmunds, Holly. “The Focus Group Research Handbook.” www.acornweb.org
■ Krotz, Joanna. “Dos and Don’ts for Using Marketing Focus Groups.”
■ http://www.usability.gov/methods/focusgroup.html
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Any Questions?