Getting strategic: Using focus groups to

improve communications

Quisto Settle, Lauri M. Baker, Joy Rumble

+Why would we use focus

groups as practitioners?

+

Why?

Allows you to gather information in a social setting, which is how people will likely

interact with your work in real-life situations.

To gather in-depth

data on the

customer

experience

- Thoughts

- Feelings

- Perceptions

- Motivations

Provide data to

enhance, change

or create a product

or service targeted

at a key customer

group

Gather customer

insight into

current or

prospective

products,

services or ideas

When?

Need more answers than “yes we like it” or “no we don’t”

You have “always done it”

Seeking a new direction

New branding

New campaign

New name

Desire to improve the customer experience

Have defined goals for improvement

Examples

Develop a new website to share Extension’s story

Determine perceptions of new agent training

Determine audience perceptions of website and social media (including usability)

Feedback from students on new marketing/recruitment materials

Feedback/planning on a program

+

Preparing for focus groups

Preparing for focus groups –

Logistics

Develop a realistic timeline

Secure dates and locations

Explore incentives

Identify target participants

Secure research team

Moderator

Note taker

Transcriptionist if needed

Preparing for focus groups –

Recruitment

Consider capacity and funds

Establish screening criteria

Obtain contact information

Develop a recruitment strategy

Participant identification

Screening questions

Points of contact

Incentives

Preparing for focus groups –

Moderators Guide

Establish purpose and objectives

Brainstorm with research team

Format Introduction

Relationship building

Use a funnel approach

Include probes

Make sure questions are open ended

Consider participatory approaches

Be realistic with timing

Include a break if applicable

Conclude with summarizing question, member checking, de-briefing

+Preparing for focus groups – Day of

focus groups

Potential Supplies

Laptops (each note taker)

Moderators guide

Files

Hard copy (Large)

Consent Forms

List of participants

Audio recorders

Extra batteries

Incentives

Pens/markers

Name tents

Power cords/Powers strip

Refreshments

Projector/screen

Video camera (tripod)

Signage

Other materials as applicable

+

Conducting Focus Groups

Moderating

Listen

Guide conversation

Care

Pace

Rephrasing questions

Give people time to think

Follow-up questions

Be yourself

Assistant Moderator/Note Taker

Listen

Good notes

Do not react

Aid analysis

Catch late arrivals

Some ask questions, some don’t (know ahead of time)

Summary/Debrief

Interacting Before Session

Small talk with participants

Build rapport

Only share neutral info, no matter what is asked

Introverts may need to charge batteries

Not Swaying Responses

Do not participate

Nonverbal gestures

Verbal responses

Be careful answering the questions

Talkative Participants

Types

Expert

Dominant talkers

Disparaging other participants

Dealing with them Interrupting/Redirecting

Placement

Remind of rules

Removal

Interrupting/Stopping Ramblers

First

Avoid eye contact

Stop writing

If that doesn’t work

Catching when they breathe

Adjust to the group

Do not interrupt in a story or during

emotional statements

CLCE story

FFS story

Quiet Participants

Eye contact

Encourage them

Listen for their responses

Bad Information Shared by

Participants

If information is incorrect, is it harmful?

If not, leave it alone

If it is, address it at the end of the session

Less Than Ideal Situations

People going off topic

Talking over each other/Interrupting each other

Too much to cover/Pushing the pace/Skipping sections

Distractions (heat/air, noise, extra people in room)

People not showing up (or showing up when they’re not supposed to)

Equipment

Making do with imperfect room

+

Analyzing Focus Groups

Timeline

Pay attention during sessions

Debrief with anyone who helped moderate

Transcribing (if necessary)

Coding/Themes

Coding/Themes

Different options

Code each focus group start to finish

Code all focus groups by question

Look for repeating responses

Look for different responses

Merge and split codes/themes as you go

Define boundaries/relationships of codes and themes

Options

Highlighting

Cutting

Computers

weftQDA - free

Formulating Results

Ensure that depth of analysis is appropriate

Provide a report

Detail results

Supporting quotes

Research-based recommendations

Present findings to stakeholders

Plan next steps

Implementing Recommendations

Try to adjust communication based on major

themes

May have to implement in stages

Low hanging fruit first

Make large changes as cost and time allows

Reevaluate regularly (opinions and technology

change)

Ex: Facebook advertisements

Implementing Recommendations

Know when to give up

Just because it is a great idea or great program

doesn’t mean your audience wants it

Leave out your personal opinions – rely on the

data

Focus on participants wants, needs,

motivations, and barriers

Don’t ignore the loud mouth – they are the most

vocal in real life too (and on social media)

+

Questions? Discussion