Running a focus group involves gathering a small group of individuals with similar characteristics or experiences to gather insights, opinions, and feedback on a specific topic or product.
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Define the Purpose: Clarify the objectives and purpose of the focus group. Identify the specific research questions or areas of interest that you want to explore with the participants.
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Recruit Participants: Decide on the characteristics of the participants that align with your objectives. Reach out to potential participants, and communicate the purpose, time commitment, and incentives.
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Plan Logistics: Determine the date, time, and location for the focus group. Choose a comfortable and quiet environment that encourages open discussion. Ensure you have all the necessary equipment.
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Develop a Guide: Create a structured discussion guide that outlines the key topics, questions, or activities you want. Use a logical flow and allow for flexibility to explore.
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Facilitate Focus: Start the focus group by introducing yourself and explaining the purpose and guidelines of the session. Encourage participants to share their opinions and experiences openly. Actively listen.
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Manage Group Dynamics: Foster interaction. Ensure all participants have opportunities to contribute. Keep the group respectful and focused. Manage dominant individuals or overly quiet participants.
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Report Findings: Analyze the results to extract key findings, relevant quotes, anecdotes, and observations. Create a report or presentation and share it with stakeholders to inform future work.