| Implementation Guide - Resource Library |
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Guidelines for Conducting the Environmental Strategies Resource Guide Focus Group:
| What is a Focus Group?
A focus group is a panel discussion with representatives of a selected target market for a particular service, product, or idea. This technique is especially useful for gathering in-depth information on a topic or reactions to a new product or service. Focus groups are exploratory in nature, and the results are used to generate ideas for marketing, improving, decision-making, and further testing.
The discussion is led by a moderator who uses his or her skills to question, probe, and clarify responses, as well as control the flow of the conversation to address all areas of interest. Participants are encouraged to relate to each other, share attitudes, and provide candid opinions regarding the topics presented to them.
Participants are generally given a cash incentive to participate in the group. Discussions are transcribed, and a summary report is developed by the moderator or another project team
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Prior to convening the focus group:
Identify the target group and number of individuals to participate. Keep the focus group small. A total of 9 to 12 people provides a sufficient number to acquire relevant information.
Schedule the group for the time period most convenient to all involved, keeping in mind the ultimate deadline the organization has set for conducting the group. The suggested length of the focus group should be approximately 2 hours.
Provide the participants with any materials they will need. Potential members should have the necessary materials at least a week before convening the group. Also, provide a cover letter explaining the information that will be collected. The materials should be brought to the meeting.
Identify a facilitator capable of eliciting group members’ reactions and feedback, as well as a project team member who will document the procedures for the session.
Remind the potential participants of the meeting 1 week prior to the session, as well as the day before the session, to ensure their presence.
Set up the room using a round table approach, enabling the participants to see each other during the entire session.
Convening the focus group:
At the start of the session, the facilitator should thank members for participating and ask them to introduce themselves. The facilitator should then provide each member with a consent form to sign. Explain the highlights of the consent form and permit the members as much time as necessary to read and ask questions. All participants must sign the consent form prior to initiating the discussion.
The facilitator should inform the participants that a note taker will be present during the forum to summarize the respondent information. (Introduce the note taker.) The facilitator should emphasize that the documentation of this proceeding will not include personal identifiers to ensure the confidentiality of the participants.
Utilizing previously developed research questions, the facilitator should begin the discussion. The research question should discern the information the group wishes to capture. The facilitator should identify the major objectives of the meeting, as well as ensure that the following rules are understood: (1) Only one person should talk at a time, and interruptions must be kept at a minimum; and (2) Everyone should display respect for each other.
The facilitator should structure the discussion in the following format: (1) State the research question to the group at large, permitting them a moment to think about their response; (2) Ask each member individually to respond to the research question; and (3) Allow free discussion of the research question between members. The facilitator should present this format at the onset of the meeting.
The group should discuss each question in the format of a conversation. The facilitator should focus the group to ensure that all research questions are asked and answered. If individuals are not forthcoming, the facilitator should summarize the conversation and probe the participants to elicit further responses. The facilitator should also keep the group on target and provide reflective responses to provide clarity if comments made by the group are unclear.
Information written by the note taker should not include any identifiable information of the participants. Notes should be listed in summary form. The note taker should document the proceeding in the following format: (1) Paraphrase general reactions using key words; (2) Write down the primary points of each individual, as well as group comments; and (3) When possible, obtain direct quotes when they capture the essence of the participants’ reactions.
At the end of the session, thank participants again and provide them with their incentive.
After the focus group:
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