Contents
You can download the full Focus groups how to guide [PDF 621KB]
or view it online.
- Introduction
- Participants
- Coverage
- Level of structure
- Duration
- Location
- Data collection method
- Observation
- Preparation
- Recruitment of participants
- Confidentiality
- Typical format for the day
- The role of the facilitator/moderator
- Working with sub-groups
- How to guide a discussion
- Projective techniques
- Drawing a focus group to its conclusion
- Writing up focus group notes
- Feedback
1. Introduction
Focus groups are invaluable for taking an in-depth look at what people think and why they think it on predetermined topics. Properly organised and facilitated, they enable you to understand what is important to people, their motivations and how they feel about council services. But they are not as easy to arrange or conduct as they appear. An experienced facilitator or moderator is to be recommended.
Focus groups have been used extensively in market research and by local authorities wishing to understand their customers. However, when using a focus group as a consultation method there are additional requirements that need to be taken into account: participants need to be informed of the name of the client/organisation and the precise nature of the research; they should be informed of eventual outcomes and the reasons for the decision. Where practical participants should be involved in developing the focus group report as an aid to ensuring its accuracy.
These additional requirements derive from the need for openness, integrity and accountability that accompany any consultation exercise. Market research is essentially a private activity - consultation is not. Where focus groups are used as market research tools it is perfectly acceptable to present their findings as part of a general consultation report. But unless the additional requirements have been observed it would not be appropriate to describe them as consultative.
