Focus groups are a great way to collect data (and it’s not using a survey!). A focus group brings together people who have a set of experiences and/or opinions about a topic of interest. The size of the focus group can vary, but usually six to eight people allows for balanced participation and a variety of views. The data collected will be narrow and deep, rather than wide and shallow from a survey because you will ask fewer questions, but have the ability to follow up to get more information. Participants can build on each other’s answers, but also take the conversation in unforeseen directions. For them to be successful, you need a good logistical plan in place. You need to plan ahead. Here are a few details that you want to address:
1. Clearly articulate what you want to know, who you want to hear from, and when you need to have the information in hand.
2. Reserve a space that is quiet, convenient, and accessible to your participants. The space should allow people to face each other to have a conversation. A conference table usually works well, as does having people sit in a circle.
3. Set a time that is convenient for your potential participants. You may want to schedule several options at a variety of times.
4. Invite more people than you think you need. Inevitably, the focus groups may not be at a time that is convenient for everyone, and sometimes other priorities come up. Follow up with them with several reminders.
5. Make the invitation meaningful and specific to why you think this person has information you are looking for and how you will use it. Give them plenty of time to get it on their calendar.
6. Consider using technology to audio record the session. Even if you don’t have the transcribed, it will allow you to listen again for anything you might have missed.
7. Think about having a co-facilitator, someone who can take notes if you are facilitating and jot down any body language contexts. They can also work the recording device.
8. Consider providing refreshments, especially if you are doing this near a mealtime. You might also consider providing a token of appreciation as you have the ability to do so. Because you are asking students to give up their time, it’s nice to reward them for that.
Those are a few of the logistical details that you need to consider. I haven’t yet touched on the content of focus groups, which will be a future blog post.