How to Run a Focus Group

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How to Run a Focus Group Using Focus Groups

Once you have understood your users, re-aligned your offerings to optimally serve them, and crafted a powerful value proposition to succinctly explain and advertise your benefits to them, you want to make sure all this hard work has had the impact you were looking for.


This means guaranteeing your users understand your value proposition – they should know what it is your offering them, why they need it, which problems it solves, and why you are in the optimal position to provide this value. It is wise to test your value proposition and get real user feedback. Ultimately, no one can tell you if your value proposition is clear, concise, convincing, and effective but the district buyers you want to address.

A vital methodology for testing your value proposition and making sure it resonates with your target audience is using focus groups. Below you will find some advice and helpful tips and tricks for how to run a focus group and analyze your output.

At a glance

  • What is a focus group?
  • How to prepare for a focus group
  • How to manage and conclude a focus group
  • How to wrap up focus groups effectively

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What is a Focus Group?

In this resource, we provide educators and decision-makers with the essential tools to successfully conduct a focus group. Delve into practical insights that empower you to understand the significance of a focus group, conduct fruitful discussions, and perform a thorough debriefing.

Explore the pages below to discover each facet of this comprehensive guide, gaining a deeper understanding of how to collect valuable insights, engage participants effectively, and analyze the results to make informed decisions.

people

4-10 participants and a trained moderator

002-online-education

Can take place online, e.g. on Zoom, or in person

structure

Semi-structured discussion of a pre-defined topic

Recorded to facilitate transcription and later data analysis

time

Typically around 60 minutes to 90 minutes long

dialogue

The aim is to collect and understand the opinions, experiences and ideas of focus group members as representatives of a specific target group

Discover more about focus groups by watching the video below.
External Resource

What Are Focus Groups?

A PlaybookUX video that explores the definition of a focus group, preparation strategies, and its advantages and disadvantages.

How to Run a Focus Group

In this resource, we provide educators and decision-makers with the essential tools to successfully conduct a focus group. Delve into practical insights that empower you to understand the significance of a focus group, conduct fruitful discussions, and perform a thorough debriefing.

Explore the pages below to discover each facet of this comprehensive guide, gaining a deeper understanding of how to collect valuable insights, engage participants effectively, and analyze the results to make informed decisions.

01

Preparation

02

Introduction

03

Managing the Discussion

04

Concluding the Session

05

Debrief

Prepare

Effective planning is the cornerstone of successful focus group sessions. In this section, we’ll explore essential considerations that will help you design and organize your focus group sessions for optimal outcomes.

Smaller groups are better for less experienced moderators and more complex issues

Ideally, you run as many focus groups as it takes for the content to become repetitive and for no new issues to emerge. Aim for at least 3-4 focus groups to capture as many aspects as possible.

Decide on the format and set up of the rooms/technology as needed.

In person
Pros:

  • Strong Personal Connection: In-person sessions encourage a stronger sense of trust and connection among participants, fostering open discussions.
  • Effective Use of Body Language: Observing participants’ body language and nonverbal cues adds depth to insights and reactions.

Cons:

  • Location Limitations: Participants must be physically present, restricting access to geographically dispersed groups.
  • Logistical Complexities: Organizing in-person sessions involves logistical challenges, higher costs, and potential time-consuming arrangements.

Online
Pros:

  • Broad Geographic Reach: Virtual sessions allow access to a diverse, geographically dispersed audience.
  • Cost-Effective and Convenient: They are cost-effective, convenient for participants and organizers, and more time-efficient due to the elimination of travel.

Cons:

  • Limited Nonverbal Cues: The absence of physical presence limits the observation of nonverbal cues, potentially reducing the depth of insights.
  • Technical Challenges: Technical issues and distractions can disrupt the discussion, and some participants may hesitate to speak openly in a virtual setting.

Prepare a list of questions to discuss, but also be prepared to let the discussion evolve naturally.

Sample Focus Group Questions

Access a sample focus group questions to bring inspiration

Designate someone other than the moderator to take notes. This should also include notes on the general atmosphere, if someone dominated the discussion, the tone in which something was said, etc..

Tips for Inviting Participants:

Effective planning is the cornerstone of successful focus group sessions. In this section, we’ll explore essential considerations that will help you design and organize your focus group sessions for optimal outcomes.

01

Select participants who closely represent your target audience and are directly relevant to the topics of discussion, such as district leaders, buyers, teachers, and school principals.

02

Ensure diversity within your target audience by considering demographics, district characteristics, minority representation, affiliations, and other relevant factors.

03

Encourage participation from district leaders belonging to underrepresented and minority groups. Discover strategies for increasing participation from underrepresented groups in the Fostering Trust Tool and learn about the significance of their inclusion.

04

Over invite participants, as actual attendance may vary based on their availability and scheduling.

05

Optionally, provide a pre-session handout. Although not mandatory, it can help participants prepare and gain an understanding of what to expect.

06

Secure informed consent, emphasize the voluntary nature of participation, ensure data anonymization, and maintain strict confidentiality. Additionally, make them aware of potential conflicts arising from differing opinions within the group.

While the participants do not need to match the statistical demographics of your target audience (e.g. the share of women and men does not need to reflect the actual percentage of women and men in the target population), it’s essential to include all key stakeholder groups in your participant selection.

Need help segmenting your users into specific groups that should be invited? Refer to the Understand Your User Tool to learn more about creating proto user personas.

Related tool

Understand Your Users

Guide to determine your users and their needs.

Introduction

Effective planning is the cornerstone of successful focus group sessions. In this section, we’ll explore essential considerations that will help you design and organize your focus group sessions for optimal outcomes.

Start of the Session

  1. Consider starting with an icebreaker to help participants feel at ease.
  2. Describe the general topic of discussion and outline the specific goals that will guide the conversation. Clearly state the expected duration of the session, so participants know what to anticipate.
  3. Make it explicit that participation is entirely voluntary, and participants have the freedom to leave at any time without providing a reason. Encourage an atmosphere of comfort and choice. Express that it is perfectly acceptable if participants choose not to answer a particular question.
  4. Notify participants that the session will be recorded, and briefly outline the measures taken to protect their data privacy. Be transparent about when the recording will commence. In the case of online sessions, inform participants that they can opt to turn off their cameras if they prefer. Ensure everyone in the group has given their informed consent, respecting their right to participate willingly.

Establish Ground Rules

  1. Encourage participants to introduce themselves before speaking to facilitate transcription and enhance communication. Specify the need for one person to speak at a time and request that everyone speaks slowly and clearly to aid transcription purposes.
  2. Emphasize that all opinions are valuable, and there are no right or wrong answers in the discussion. Promote an environment of inclusivity and respect.
  3. Stress the importance of confidentiality, emphasizing that what is discussed within the group should remain within the group.
  4. Promote constructive disagreement while maintaining a respectful and friendly tone in language and interactions.

Managing the Discussion

Effective planning is the cornerstone of successful focus group sessions. In this section, we’ll explore essential considerations that will help you design and organize your focus group sessions for optimal outcomes.

Express appreciation for participants’ contributions. When paraphrasing their statements, avoid inserting personal comments or perspectives. Encourage clarity, elaboration, and examples from participants. Seek input from others on shared or differing experiences. Respond consistently to all comments, including using consistent body language. Encourage direct interactions between participants and prompt them to engage in discussions without solely relying on your questions.

Ensure active listening by paraphrasing participants’ statements to confirm understanding and convey attentiveness. Employ body language cues, such as making eye contact and nodding slightly, even during online meetings. Maintain pauses after participants finish speaking to facilitate further contributions.

Facilitate engagement from quieter participants by allowing pauses that enable them to participate. Foster discussions by soliciting group reactions to prior comments. Promote diversity of opinions and experiences, explicitly requesting contrasting views. Reinforce the value of all opinions. When one participant dominates, explicitly seek input from others who have yet to speak.

Document the time at which each question is asked. Pre-allocate specific time periods for each question. Transition to new topics when the allotted time has passed, though avoid abrupt interruptions. Notify participants in advance when the session is concluding, granting them the opportunity to share any crucial unmentioned points.

Designate someone other than the moderator to take notes. This should also include notes on the general atmosphere, if someone dominated the discussion, the tone in which something was said, etc..

Tool Quiz

Test your knowledge of effective practices when running focus groups with the questions that follow.

  1. Test your knowledge of effective practices when running focus groups with the questions that follow.   

    a. When a focus group participant shares their thoughts, what should the moderator avoid doing?
    b. Provide their own perspective
    c. Ask for clarification and examples
    d. Encourage open discussion among participants

  2. Which body language is recommended for an effective focus group moderator, even in online meetings?

    a. Avoid eye contact
    b. Look directly at the speaker/camera
    c. Body language does not matter in virtual focus groups

  3. How can a moderator encourage equal contributions in a focus group?

    a. Avoid pauses to maintain a fast-paced discussion
    b. Focus on dominant participants’ opinions
    c. Request opposing views or different experiences

  4. What should a moderator do if one individual is dominating the discussion in a focus group?

    a. Encourage them to speak more
    b. End the discussion immediately
    c. Request answers from other participants who haven’t spoken

Tool Quiz – Answers

Test your knowledge of effective practices when running focus groups with the questions that follow.

  1. Test your knowledge of effective practices when running focus groups with the questions that follow.   

    a. When a focus group participant shares their thoughts, what should the moderator avoid doing?
    b. Provide their own perspective ✔
    c. Ask for clarification and examples
    d. Encourage open discussion among participants

  2. Which body language is recommended for an effective focus group moderator, even in online meetings?

    a. Avoid eye contact
    b. Look directly at the speaker/camera ✔
    c. Body language does not matter in virtual focus groups

  3. How can a moderator encourage equal contributions in a focus group?

    a. Avoid pauses to maintain a fast-paced discussion
    b. Focus on dominant participants’ opinions
    c. Request opposing views or different experiences ✔

  4. What should a moderator do if one individual is dominating the discussion in a focus group?

    a. Encourage them to speak more
    b. End the discussion immediately
    c. Request answers from other participants who haven’t spoken ✔

Concluding the Session

In the final phase of a successful focus group session, it’s essential to wrap up the discussion effectively. This stage serves as a crucial opportunity to ensure that all participants have had their say, clarify any lingering questions, emphasize confidentiality, and express gratitude for their valuable contributions.

By following these steps, you’ll not only conclude the session smoothly but also leave participants with a positive and lasting impression of the experience.

After the main discussion, encourage participants by asking if there’s anything else on their minds that they would like to share. This open-ended question can reveal valuable insights or thoughts that might not have come up during the structured discussion.

Provide participants with an opportunity to ask questions or seek clarifications. This helps ensure that all concerns and uncertainties are addressed before concluding the session. It also fosters an environment of transparency and understanding.

Reiterate the importance of confidentiality. Emphasize that what was discussed during the session should remain confidential. This reassures participants and builds trust, making them more comfortable sharing candid feedback.

Express sincere gratitude to the participants for their time, contributions, and insights. Recognize their valuable role in the research or decision-making process. Acknowledging their efforts fosters goodwill and encourages future participation.

Debrief

After the focus group session, it’s important to conduct a debrief with all the moderators and researchers on your team to gain deeper insights into the process and its outcomes. Here are some key considerations:

Session Highlights

Reflect on what stood out during the session.

  • What were the primary topics of discussion?

  • Did any particular themes or insights emerge that are worth noting?


This can help you identify the most salient points from the discussion.

Group Dynamics

Analyze the group dynamics to understand how participants interacted.

  • Did everyone have an opportunity to contribute, or did a few individuals dominate the conversation?


This insight can reveal the level of engagement and balance within the group.

Moderator
Reflection

Evaluate your role as a moderator.

  • Were there any challenges you encountered during the session, and if so, how did you address them?


This self-assessment allows you to refine your skills for future sessions.

Special
Circumstances

Consider whether any unique circumstances or external factors may have influenced participant responses.
Recognizing these factors can provide valuable context for understanding the discussion outcomes.

Question
Effectiveness

Reflect on the effectiveness of the questions you posed.

  • Which questions prompted rich, insightful responses, and which might benefit from modifications to enhance clarity and relevance?


This analysis helps refine the discussion guide for future focus groups.

Incorporating these debriefing practices into your focus group process ensures a comprehensive assessment of the session and equips you with valuable insights for future improvements and decision-making.2

Summary

An important step in the process of determining and applying your value proposition is testing it with your target audience. This tool highlights an easy lift way to do so with a focus group of 4 -10 potential users. It highlights key characteristics of a focus group and outlines the steps that should be taken to effectively prepare for, manage, and learn from one. Focus groups are an important tool to master as they are a flexible and low-cost way to retrieve important information about your users.

Key Takeaways

  • Keep your focus groups small (4-10 people), semi-structured, and within reasonable length (60-90 minutes).
  • Aim to run 3-4 focus groups in order to capture as many aspects of the potential responses as possible.
  • While the participants do not need to match the statistical demographics of your target audience, it is essential to include all key stakeholder groups in you participant selection process.

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  • 1 Kerzner, Harold. Project Management Metrics, Kpis, and dashboards: A guide to measuring and Monitoring Project Performance. 4th ed. Hoboken, NJ: Wiley, 2023.