FOCUS GROUP DISCUSSIONS

What is the FGD?

• The focus group is a discussion-based (group) interview

• It is the use of multiple respondents, its “focused” and relatively staged (by a “moderator’) nature that makes the FGD unique among the data-gathering methods

What is the FGD?

• An FGD is an exercise in group dynamics

• Focus groups provide data on the: (1) group process (way people interact and communicate with each other), and, (2) content (the focal stimulus and issues arising from it)

What is the FGD?• The FGD has a

“focusing” component – a particular stimulus object, event, situation (e.g. film, campaign, behavioral scenario)

• It can be a self-contained method or a supplement to other methods

When to CONSIDER using an FGD

• Need insight in exploratory or preliminary studies; also survey design and interpretation

• Need insight into the realities defined in a GROUP CONTEXT and the dynamic effects of interaction on expressed beliefs, attitudes, opinions, and feelings

• Need to find out the degree of CONSENSUS on a topic

When to CONSIDER using an FGD

• Need a FRIENDLY research method that is respectful and not condescending to a target audience

• Need to get closer to participants’ understandings of and perspectives on certain issues

When NOT to use an FGD• A group discussion is not the right forum• The topic is not appropriate for a group

discussion• Statistical data are required• The researcher cannot ensure

the confidentiality of sensitive information

• Researcher seeks to test hypotheses

Advantages of using an FGD• Encourages people to discuss things with

greater freedom• Makes people more aware of their own

perspective and prompts them to analyze their views more intensely

• Exerts peer pressure to “tell it like it is”• Allows the facilitator to probe and

explore unanticipated issues• Provides an opportunity to observe a large

amount of interaction on a topic in a limited period of time

Advantages of using an FGD• Allows the researcher to access substantive

content of verbally expressed views, feelings, opinions, experiences and attitudes

• High face validity

• Economical, practical, and easy to conduct

• Provides quick results

• Flexible

Limitations of using an FGD• The researcher-facilitator has less control

over the data generated than in an interview; the participants define the nature of the group interaction (so they have more control)

• Always some uncertainty

about the accuracy of data

• Requires a researcher skillful

in facilitating groups or

moderating discussions

Limitations of using an FGD• Data are more difficult to synthesize and

analyze• Data may not be generalizable• Nature of the group varies• Privacy is lacking• Participation may not be equal• Groups may be difficult to assemble• Venue may not be

conducive

Designing an FGD• Sampling and recruitment of participants

– Who can best give meaningful information?– Participants must share some common

characteristics (work, age, SES)– Heterogeneous vs. homogeneous groups

• Sample size – How many FGD sessions needed?– depends on time, resources, and evidence

required• Group size

– 6-12 participants – the ideal is 6-8

Designing an FGD• Location and Setting

– Set the tone of research as professional and on neutral ground

– Consider convenience and comfort (maybe in the participants’ home territory)

– Appropriate ambience of informality– Availability of refreshments, nearby toilets– Suitable seating and table arrangements

• Length of Session– Between one and two hours is the standard

duration for each session

Steps in Designing the FGD• Determine the purpose of the study• Determine whether an FGD is the

most appropriate method• Determine the participants• Design the FGD questions and flow• Determine the number of sessions

needed• Select the venue• Select and brief FGD facilitators

(conduct a dry run of the FGD)

Conducting the FGD• Allow participants to settle or be comfortable• Introduce the topic• Ask permission for

tape recording• Ensure confidentiality• Set ground rules• Ask your questions• Practice active listening

Conducting the FGD

• Remain neutral (do not state your own views)• If necessary, validate answers• Be sensitive to group atmosphere and

processes• Ensure recording of

FGD session (audio, video, field notes)

• Synthesize• Thank participants

Process Facilitation• Moderator must be able to manage a group

– Maximize self-disclosure by balancing sensitivity / empathy and objectivity / detachment (a permissive and non-critical climate)

• Moderating is the art

of process facilitation-

facilitating someone

else’s discussion

Process Facilitation • Moderating means empowering participants

– Pose “incomplete understanding” but not ignorance (which will appear insincere)

– Make clear you are there to learn– Guide in an unobtrusive and subtle way

• Practice low content

control and high

process control

Process Facilitation • Maintain “focus”

– Specificity – elicit meanings and differential responses

– Range – facilitate transitions

from one area of a

discussion to another– Depth – elicit in-depth

responses (expand on

limited responses);

diagnose level of

depth and shift towards a “deeper” level

Types of FGD Questions

• OPENING QUESTIONS– Can be answered quickly in a

round robin manner– Are factual rather than

opinion-based– Help identify characteristics common to the

respondents• INTRODUCTORY QUESTIONS

– Introduces the general topic of discussion– Provides the participants the opportunity to link

current topic with past experiences

Types of FGD Questions• TRANSITION QUESTIONS

– Steer the discussion into the key points of the study

– Link between introductory and

key questions• KEY QUESTIONS

– Maintain focus on the topic– Around 2-5 questions– Require the greatest attention and discussion

Types of FGD Questions

• ENDING QUESTIONS– Bring closure to the discussion– Enable respondents to reflect on previous

comments– 3 TYPES OF ENDING QUESTIONS:

• ALL THINGS CONSIDERED QUESTION• Enables the respondents to state their final

position on critical areas• Is often asked in a round robin manner

Types of FGD Questions• SUMMARY QUESTION• Is asked after the facilitator has given a

short summary of the key questions and relevant ideas that emerged from the discussion

• FINAL QUESTION• Is a standard question asked at the end of

focus groups• Is usually given right after the summary

question – “Have we missed anything?”• 5-10 minutes is usually allotted for this

portion

Tips in Asking Questions

• Ask easy to answer questions first• Place questions in a logical order

(FUNNEL approach or INVERTED FUNNEL approach)

• Put sensitive questions and open-ended questions last

Problem Situations

• Monopolizing/Talkative members• Self-appointed experts• Private conversations• Jokes• Disagreeing• Hostile members• Distractions• Doing own work• Tardiness• Non-participation/Silent members• Discussion is off track

Analyzing FGD Results• BEFORE THE FGD

– Reflect on the primary purpose of the study, resources available and the investment needed in the analysis

– Make preliminary decision on analysis strategy (e.g. tape-based, note-based, or memory-based)

– Prepare a response template to facilitate data recording

– If possible, assign a process observer and plan which of the process elements to focus on

Analyzing FGD Results• DURING THE FGD

– Listen to inconsistent comments and probe for understanding

– Listen for vague and cryptic comments

– Offer a summary of key questions and seek confirmation

– Obtain needed background information on participants

– Pay close attention to nonverbal behavior (POA)– Record the FGD (audiotape, videotape, field

notes)

Analyzing FGD Results• AFTER THE FGD

– Label and file all field notes, tapes, and other materials

– TRANSCRIBE proceedings– Look for PATTERNS and THEMES in

responses (content or thematic analysis)– Integrate and formulate generalizations or

conclusions – a SYNTHESIS

Analyzing FGD Results

• CONTENT ANALYSIS– Mechanical component -- organizing and

subdividing the data into CATEGORIES – Interpretative component -- determine which

of the categories are MEANINGFUL in terms of the questions asked

– QUALITATIVE – codes, themes– QUANTITATIVE –

frequencies, rankings, ratings

REFERENCES:– Human Resources Center (2002). Certificate

Course in Professional Training and Development. Slide presentation. Department of Psychology, Ateneo de Manila University.

– Millward, L.J. (1995). Focus Groups. In G.M. Breakwell, S. Hammond, & C. Fife-Schan (Eds.), Research Methods in Psychology (pp. 274-291). London: Sage Publications, Ltd.

– Tumbaga, L. (October 1997). The Basics of Focus Group Discussions. A seminar conducted during the Social Indicators Annual Meeting of the ARD Governance and Local Democracy Project, Puerto Princesa City, Palawan.