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Plan for Tonight
• Types of Focus Groups
• Preparation Activities
• Execution Activities
• Analysis Activities
• Other Thoughts
• An Example
nota bene…
Some of the points raised tonight apply equally well to
Focus Groups (FGs) and other research methods.
Traditional Audio Conference
Technology-Supported Data Conference
Four Focus Group Domains
Design of ObjectivesThe Zen of Planning
Surfacing the objective of the FG– What is it that I want to know?– Is a FG the best way to learn this?– What kind of information will be
produced?– How will this information be used?
Design of ObjectivesPlanning Guide
• When to do FG– Insights are needed in exploratory or
preliminary studies– To uncover factors relating to
complex behaviors or motivations– Need to have innovative new ideas
emerge– To generate information in
preparation for a large scale study
Design of ObjectivesPlanning Guide
• When NOT to do FG– The environment is emotionally
charged– Researcher has lost control over
critical aspects of the study– Statistical projections are needed– Other methods can produce needed
results less expensively– Research cannot assure
confidentiality
Roles
• Moderator– [Facilitator]
• Assistant– [Technographer]
• Observers – [Clients]
Traditional Audio Conference
Tech-Supported Data Conference
Focus Group Roles
Moderator in room with Participants.Assistant moves in and out, and/or operates camera. Clients never in contact with participants.
Moderator online with Participants.Assistant handles checkin/questions in separate phone channel. Clients either on muted connection or not at live event.
Moderator in room with Participants.Assistant manages technology. Clients never in contact with participants, or not at event.
Moderator online with Participants.Assistant handles checkin/questions online. Clients either on readonly connection or not at live event.
Selecting Participants
• Who do we study?– Go back to your user profiles
(personas)– Find a stratified sample
representing these segments– Randomly select (if possible)– Randomly assign (if possible)– Avoid acquaintances (absolutely!)
• Differences by Domain?
Traditional Audio Conference
Tech-Supported Data Conference
Focus Group Composition
Size: 6-9 (max of 12)Composition: homogeneous
Size: 4-8 (novice fac.)7-10 (exp. fac.)
Composition: homogeneous
Size: 9-15 (max of 20)Composition: heterogeneous
This depends somewhat on the choice of equipment/software
Size: 9-15 Composition: heterogeneous
This depends somewhat on the choice of equipment/software
Scheduling and Location
• How many people do I schedule?– You need to overbook– You need to confirm– You need to reconfirm at last moment– Some still won’t show
• How do I find people– If you have a budget, there
are services that will do this– Posters (at U, be aware of research rules)
Scheduling and Location
• Do I have to pay them?– It helps a lot– $$ are best, rather than raffle– Pay at end (don’t be stupid)
• How much do I pay– Depends on time and persona profile– Virtual may cost you less as they can
participate without any travel
Scheduling and Location
• Do I have to pay the extras?– Yes, then send them home
• Differences in facilities by Domain?
Traditional Audio Conference
Tech-Supported Data Conference
Focus Group Facilities
Room: Professional Facility
Room: Their own home or office (but need to confirm technology)
Room: Professional Facility
Room: Their own home or office (but need to confirm technology)
www.leresearch.com
Hatteras
Biltmore
More rooms
• http://www.surgeworks.com/services/UsabilityLabDiagram.htm
• http://www.socialmarketing.org/focus_group/focus_group.htm
http://www.westat.com/capabilities/webeval4-usability.cfm
Sofia, Bulgaria
Hi, I’m Rich. Can you show me all the things
that are wrong with my high-tech focus
group room?
Michigan
Telephone Bridges• www.freeconferencecall.com/
• www.freeconference.com/
• www.telephonebridgeservices.com/
Data Conferencing
• www.webex.com
• www.microsoft.com/office/rtc/livemeeting
• www.facilitate.com
Design of QuestionsDiscussion Guide
• Types of questions– Opening Question– Introductory Questions– Transition Questions– Key Questions– Ending Questions
Traditional Audio Conference
Tech-Supported Data Conference
Focus Group Questions
All qualitative. Several methods possible: metaphors, categories, dials, etc. Use of AV possible.
Can mix qual and quant. Less methods than T-S, but more than A-C possible. Some AV possible, but limited. Client input possible, but limited.
Can mix qual and quant. Several methods possible. Client input easier. Use of AV possible.
All qualitative. Limited in AV possible. Methods may be constrained from traditional group.
Planning for the Session
• Initial objectives planning• Determine location, technology, methods• Question development• Participant segmentation identified• Pilot test with convenience sample• Refine, if needed• Recruitment• Run groups• Analyze• Draft report
Executing the Session
• Where to meet?• Snacks?• Signed agreements• Introductions• Pace• Break• Closure• Disclosure of research• Sharing of information after session
Common Problems
• Group-think• Faulty assumptions• Latecomers / early leavers• Reticent groups• Quiet participants• Dominant Participants /
Alpha jerks• Unqualified participants• Tangents• Hostility• Offensive ideas• Technology breakdown
Data Collection/Analysis
• Take field notes.
• Take field notes.
• Take them right away (during or immediately after the session).
• Take them even if there is audio/video recording.
• Take them anyway.
• Take them the same day as the session.
• Bob’s Rule!
Bob’s Rule
“If you don’t write it down before you go
to sleep, it never happened.”
Demo of some software
• www.groupsystems.com
• http://Cognito.cti.depaul.edu – User: HCI445– PW: 445student!
