Redesign Workshop
Texas Center for Community Journalism
Texas Christian University
March 9-11, 2011
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
http://www.youtube.com/watch?v=OORnMYoWX9c
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
10 Steps to a successful focus group
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
1. Define your purpose
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
1. Define your purpose
“What do we want to achieve?”
“What do we want to know?”
“Why do we want to know that?”
“How specific do we need to be?”
* Write a one sentence purpose statement
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
2. Back out your prep schedule
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
2. Back out your prep schedule6-8 weeks - Write your purpose statement - Identify the participants , get info5-6 weeks - Select a facilitator 4-5 weeks - Develop the questions - Develop a script - Arrange, reserve the site
- Arrange for taping, recording or scribing3-4 weeks - Write and send the invitation 2 weeks - Follow up the invitation with a phone call - Check out room, seating, equipment1 week - rehearse and review2 days - reminder email, call to participants1 day - visit site again4 hours - prepare site
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
3. Identify and invite the participants
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
3. Identify and invite the participantsHow many?
Number of focus groups: Three or more Group size: Six to 12. Response rate: General public: 50% to 66% Staff: 99.9% (number of focus groups) X (number of participants per group) ÷ (response rate) = number of invitations to send
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
3. Identify and invite the participantsProfile your participants:Readers, non-readers, ethnicity, gender, education level, income level, zip code, etc.
Recruit:You can rent, buy or borrow listsRecruit from readers in person, at events, at the counterRecruit on the website, social media, blogsGet suggestions from staff
Who is best?You want a variety good communicators, people that can express themselves. Diverse and articluate.
Should you pay?
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
4. Write the questions
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
4. Write the questionsCreate a question list but only five to seven will be used in one or two hour session.
Test your questions with staff and evaluate if you are getting the information you need and revise if needed.
Keep questions open-ended, focused, and move from general to more specific.
What do you like about the paper?
Where might we improve the paper?
What do you not like about the paper?
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
5. Write the script
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
5. Write the scriptScripts ensure continuity across all sessions
Scripts keeps the facilitator on track and on target
Three main parts:
Opening: welcome, overview, introductions
Questions
Closing: thank you, further input, data use
Keep it two hours maximum
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
6. Select your facilitator
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
6. Select your facilitatorStaff memberVolunteerCommittee memberProfessionalMarketing student A two-person team
PatientNeutralGood communicatorFocused
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
7. Select your location
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
7. Select your location
Accommodating
Comfortable
One-way mirrors?
Easy to find
Affordable
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
8. Conduct the session
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
8. Conduct the session
Get there earlyNotepads and pencils Markers, erasable board, flip chart or easel paper Focus group script List of participants with phone numbers Masking tape Name tags, cards Refreshments Tape recorder or video camera Watch or clock
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
8. Conduct the sessionHave a release form to sign
Agree to be taped, videoed, photographed, streamed.
Segments might be used by the company in any internal or external manner.
They are to follow the direction and guidance of the moderator.
They might be quoted in a written report.
Ideas or concepts generated in the group are property of the company paying for the focus group.
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
8. Conduct the sessionAtmosphere: comfortable, enjoyable, and open
Head off arguments, flares or soapbox speeches
Keep on track
Avoid dominance through taking turns
Avoid cliques, even to the point of breaking and reseating.
Avoid non-participants by direct ? or talking with at break
Avoid personal confrontation - allow the group to police itself (e.g. "do others in the group agree?")
Avoid Group Think
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
9. Review session and write the report
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
9. Review session and write the reportRead notes as soon as possibleAnalyze and read all in one sittingNote trends and surprises as well as context and tone.Include:Background and purpose of the report Details of the sessions (facilitator, date of session, participants) Results Conclusions
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
10. Take actionThe greatest failure you can have is to take no action
A few things you can do:
Hold a meeting to review the summaries
Highlight the main themes, issues, problems, or questions
Discuss and record how you will address these
Too much info? Group info and assign teams to work
Compare and contrast the focus groups with other info
Follow up with participants
Establish and prioritize objectives and actions
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
Questions?
Focus Groups
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
RESOURCES:
http://www.webcredible.co.uk/user-friendly-resources/web-usability/focus-groups.shtml
http://www.groupsplus.com/pages/mn091498.htm
http://www.fieldstonealliance.org/client/tools_you_can_use/12-05-07_focus_groups.cfm
Redesign Workshop
Texas Center for Community Journalism
Texas Christian University
March 9-11, 2011
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-11,2011