Focus Groups

Focus groups are a well-established method of applied social and organisational research widely used in the marketing and commercial sectors for product testing, as well as in organisational, customer research and management. They take the form of discussions with small groups of six to twelve people who are carefully selected based on a set of criteria, with the discussion usually lasting from 45 to 75 minutes.

The reason they are called ‘focus groups’ is that the discussion starts at a very broad level, gradually becoming more focussed on the topic as the interview progresses. Focus groups also closely mirror decision-making processes in organisations.

Focus groups can be used in a variety of ways:

• As a tool for management planning, organisational issue analysis and to provide feedback.

• Summary evaluation to research content understandings, satisfaction and expectations.

Quantum's Approach: Focus Groups

The facilitator firstly introduces themselves and broadly outlines the aims of the particular organisational research and the ground rules. Participants then introduce themselves. The rest of the group process should closely follow the discussion guide, which sets the framework for what will be discussed during the group and how the report will be written.

The number of groups used for a particular project is often determined by time and budget. The more groups the more time intensive and costly the process will be. It is usually recommended that four groups per day be conducted as a minimum starting point.

Benefits: Focus Groups

• Group discussion methods can uncover and explain issues and reactions which may not be expected, anticipated or even have surfaced during general quantitative surveys or questionnaires.

• Discussions provide deeper and insightful information, data and feedback.

• Issues which really matter to participants often emerge and decision makers can proceed with greater confidence than otherwise might be the case.

• Issues can be examined in-depth, as opposed to a general quantitative surveys which is often confined by the survey content and timing.

• Focus groups can be conducted by an independent expert hence minimising the potential for bias.

The discussion guide typically moves from a series of broad questions to feedback on more specific issues or themes. If possible, it is a good idea to use “starter” material such as the existing survey results to provide employees with something concrete to respond to.

The facilitator needs to ensure there is equal participation by all, manage the group dynamics and keep the discussion on time and on track. The ability and experince of the faciliator to achieve this will largely determined the quality of analysis provided.