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Focus Groups 101BRIEF GUIDE TO CONDUCTING FOCUS
GROUPS IN VILLAGE SETTINGS
Feed the Future Soybean Innovation Lab Webinar | 9 May 2018The Feed the Future Soybean Innovation Lab (SIL) is supported by the United States Agency for International Development (USAID), under award number AID-OAA-L-14-00001 (P. Goldsmith, PI)
Kathleen Ragsdale, PhDMary R. Read-Wahidi, PhDSocial Science Research Center, Mississippi State University
Dr. Kathleen Ragsdale leads the Feed the FutureSoybean Innovation Lab’s Socioeconomic andGender Equity Research team
Kathleen is an Associate Research Professor atMississippi State University’s Social ScienceResearch Center
Dr. Mary Read-Wahidi co-leads the Feed theFuture Soybean Innovation Lab’s Socioeconomicand Gender Equity Research team
Mary is an Assistant Research Professor atMississippi State University’s Social ScienceResearch Center
Poll 1 (Pre-Test)
1. The recommended minimal size of focus groups is 6 people. [TRUE]
2. The recommended minimal length of focus groups is 30 minutes. [FALSE]
3. Good focus group questions are not open-ended. [FALSE]
What are Focus Groups?
Focus groups are group interviews that provide insights into how people think about a specific topic
Can be formal (planned) or informal (impromptu)
They typically: Last 1-2 hours Include 6-12 people Use convenience or purposive sampling
Why Focus Groups?
Focus groups are an efficient way to capture detailed information from several local experts at one time
They are a cost-effective alternative to conducting numerous in-depth individual interviews
Results from several focus groups on the same topic can also be compared to identify similarities and differences in knowledge, attitudes, and behaviors
What Personnel is Needed?
MODERATOR (Facilitator): Leads the focus group
NOTETAKER: Takes detailed notes, ensures recording equipment works, etc
Both need excellent interpersonal skills: Friendly, polite, and professional Establish rapport and encourage participation Manage time
Tip If you are new to conducting focus groups, keep in mind that smaller focus groups (about 6 people) are easier to manage
Basic Tools You’ll Need
Recording equipment (smart phone, audio recorder)
Writing pad, pens
Visual aids, flip chart, markers
Discussion Guide*
Photo: K. Ragsdale
*What is a Discussion Guide?
1. Research objectives: What you want to accomplish?
2. Participants’ profiles: Who are your local experts?
3. Logistics: Where, when focus group will take place?
4. Introduction script: Ground rules, ice-breaker
5. Research questions script: Your specific questions
6. Wrap-up: Closing statement
1.Research Objectives
Remember: Focus groups typically last 1-2 hours You can only address a few topics
First ask yourself what problem or need will be addressed by the information you collect Example: Is a new technical training equally effective for
men and women farmers? Example: Why is an infant feeding program working well
in some communities but not others?
1. Research Objectives
2. Participants’Profiles
2. Participants’ Profiles
Focus groups are ideally conducted with 6-12 members who have some similar characteristic Example: Gender, age range, social status
Try to match your participants – and Moderator and Notetaker if possible – especially when discussing sensitive topics
Photo: K. Ragsdale
Photo: K. Ragsdale Photo: K. Ragsdale Photo: K. Ragsdale Photo: K. Ragsdale
Poll 2 What attributes should participants share for a
village focus group on gender and land allocation?
a) Genderb) Age rangec) Social statusd) All of the above [CORRECT]
3. Logistics
3. Logistics
WHERE will the focus group take place? Make sure you have the proper permissions (e.g., from
village chiefs, elders, etc) Conduct community mobilization*
WHEN will the focus group take place? Avoid peak harvest times, market days, local holidays Choose a time of day best for your participants’ schedules
*Community Mobilization
Multi-step process to identify communities receptive to working with you
First – contact key ‘gatekeepers’
Village settings: These include village chiefs, elders, and other key community leaders
Other settings: May include local religious leaders, organization heads, other key community leaders
Photo: K. Ragsdale
Photo: K. Ragsdale Photo: K. Ragsdale Photo: CRS
Photo: K. Ragsdale
4. Introduction
4. Introduction
Introduce yourself and your Notetaker
Collect Informed Consent* (if required)
With your participants, go over: Focus group’s purpose Estimated time it will take What participants will be doing Their incentive (if any)
*Informed Consent
Depending on your organization, you may need to get informed consent from participants before you start your focus group
Formal focus groups may require organizational approval (e.g., IRB**) in order to publish your results
Informal focus group results that will only be used for your own knowledge base may not require organizational approval **IRB: Institutional Review Board
4.1. Ground Rules
1. ‘It’s important to us that everyone gets a chance to speak today’
2. ‘Because we care about your opinions, we will be using our discussion guide to make sure we cover everything’
3. ‘Because everyone’s words are important, please make sure only one person speaks at a time’
4. ‘Respect others’ privacy after the focus group ends’ –What happens in Vegas stays in Vegas
4.2. Ice-Breakers
Rapport-building with an ice-breaker
‘What kind of animal would you be…’
‘Who did you talk to the first time you used a cell phone?’
‘Do you prefer fufu, banku, TZ, or kenke?’
When you pose the first question, answer it yourself to start the responses
5. Research Questions
5. Research Questions I
Good focus group questions are OPEN-ENDED
They ask Who, What, Where, When, Why, and How
Good focus group questions are CONVERSATIONAL
They use words your participants normally use They are easy to say out load
Good focus group questions AVOID acronyms or technical terms participants may not understand
What if a participant uses acronyms or technical terms? Ask them to explain the acronym or term to the
group to ensure everyone is on the same page
5. Research Questions II
Good focus group questions are CLEAR
When you ask a question, participants should understand exactly what you’re asking them
Good focus group questions are usually SHORT
Lengthy questions can confuse participants
5. Research Questions III
Tip Divide a lengthy or complex question into two or more short questions
Q1. How many of you sell some of your soybean crop?Q2. Where do you sell your soybean crop?Q3. How do you get your crop to the market?Q4. Who do you sell your crop to at the market?
Q. How do you get your soybean crop to the market to sell, and who do you sell it to at the market?
Tip Before finalizing your questions:1. Make sure each question relates to
your objective. If not, omit it!
2. Read your questions out loud to make sure they are easy to say
Poll 3 (Post-Test)
1. The recommended minimal size of focus groups is 6 people. [TRUE]
2. The recommended minimal length of focus groups is 30 minutes. [FALSE]
3. Good focus group questions are not open-ended. [FALSE]
6. Focus Group Wrap-Up
6. Focus Group Wrap-Up
Ask these two closing questions at every wrap-upWrite them into the discussion guide:
—Is there anything we missed that you’d like to talk about?—What is the most important point we discussed today?
Recap ‘What happens in Vegas’ privacy ground rule
Thank participants for their valuable time
Distribute any incentives
Moderator’sDuties
Moderator I
You will need to be skilled at: Asking questions Encouraging all participants to respond Probing for further information Searching for differences in responses Managing personalities
Tip Pauses: When someone says something, pause ~five seconds or so to see if that person has more to say, or if another person wants to add feedback
Pauses gives participants the opportunity to finish their thoughts
Tip Probes: If something is important to explore more fully, ask probe questions like:• Can you tell me more about that? • Can you give me an example?
Probes helps ensure that emerging information is fully explored
Tip When you practice asking your questions, try putting emphasis on different words. Decide which delivery will best elicit responses
Example: What agric knowledge do you need to grow better soya that you don't have now?
Managing Personalities
Experts: To help manage them, remind them of the value of getting everyone’s input
Dominant talkers: Use non-verbal communication or draw attention away from them
Quiet types: Use eye contact and positive statements to encourage them to engage
Ramblers: Use gentle guiding statements to help them wrap it up
Photo: K. Ragsdale
Photo: K. Ragsdale Photo: K. Ragsdale
Photo: K. Ragsdale
Photo: K. Ragsdale
Photo: K. Ragsdale Photo: K. Ragsdale Photo: K. Ragsdale
Focus group aim: Gather data – NOT reach consensus
As Moderator, you need to be objective: Non-judgmental Approving enough to put participants at ease But NOT affirming of any particular perspective
Moderator II
As Moderator, your goal is to facilitate generating useful information during the focus group
As Moderator, you should:
KNOW your Discussion Guide
Practice saying each question out loud
Moderator III
As Moderator, you should:
FIRST: Allow participants a few minutes to carefully consider their answers
NEXT: Facilitate discussion around participants’ answers
FINALLY: Carefully reflect back a summary of what you heard
Moderator IV
Tip The Moderator’s goal is to ensure even participation. But what if 1-2 people dominate the discussion?
1. Thank them and call on others
2. Round-Table: Go in one direction around the group and give each person time to answer
3. Domination Persists? Thank them and call on others
Notetaker’sDuties
Notetaker Duties
Be very familiar with Discussion Guide
Keep track of time, keep Moderator on track
Take good notes: Capture themes, body language, key points held by the majority AND minority
Capture NOTEWORTHY QUOTES
Operate recording equipment, man flip-chart
Respond to unexpected interruptions or problems
https://assessment.ufsa.ufl.edu/wp-content/uploads/2017/08/Focus-Group-Training.pdf
Photo: K. Ragsdale Photo: K. Ragsdale
Photo: K. Ragsdale
Final Steps
Recruiting & Scheduling I
You’ve identified your major goal of the focus group
You’ve developed your Discussion Guide to achieve this goal
Now it’s time to plan your focus group
Recruit potential participants – over invite!
Send a follow-up invitation with the focus group’s time and place
~Three days prior to the focus group, contact all participants to remind them to attend Contact them again one day prior to focus group
SCHEDULING: Plan the focus group for 90 minutes
SETTING: When possible, hold your focus group in a venue with adequate air flow, lighting AND privacy However, expect that such factors can be hard to
control in village settings
Recruiting & Scheduling II
Make sure you have a voice recorder, writing pads, pens, visual aids, flip chart, markers, etc
All recording equipment should be tested and retested prior to the focus group
If you’re using a smart phone to record, have a portable phone charger on-hand
For digital voice recorders, have fresh batteries on-hand (and use your smart phone as back-up)
Final Prep I
KNOW your Discussion Guide and practice the questions out loud
Participants may ask questions concerning the focus group’s context or content ̶ be prepared for them
If possible, remind participants one day prior to the focus group
Moderator and Notetaker should arrive early to set-up
Final Prep II
Immediately after focus group, Moderator and Notetaker should write-up their notes
Spot Transcription:
Quick and cost-effective way to analyze a large amount of data
Note where you found your supporting quotes; include pertinent participant details (e.g., gender)
Post-Session Write-Up
ADAPTED FROMFocusGroupsTips.com. How to Write a Focus Group Moderator Guide. 2018. http://www.focusgrouptips.com/moderator-guide.htmlMcNamara C. Basis of Conducting Focus Groups. Free Management Library. 2018. http://www.managementhelp.org/evaluatn/focusgrp.htm#anchor913016Nagle B, Williams N. Methodology Brief: Introduction to Focus Groups. ND. Center for Assessment, Planning Accountability (CAPA).
http://www.mmgconnect.com/projects/userfiles/file/focusgroupbrief.pdfWebb MC. Conducting Focus Groups: A Training Guide. 2017. GatorWell Health Promotion Services. University of Florida.
https://assessment.ufsa.ufl.edu/wp-content/uploads/2017/08/Focus-Group-Training.pdf
ADDITIONAL RESOURCESBartram M. Best Focus Groups Guides and Resources. GovLoop. 2013. https://www.govloop.com/community/blog/best-focus-group-guides-and-resources/ Bartram M. On the Rocks: Best Icebreaker Questions for Meeting and Focus Groups. GovLoop. 2013. https://www.govloop.com/community/blog/on-the-
rocks-best-icebreaker-questions-for-meetings-and-focus-groups/ eVoc Insights. Focus Group Icebreakers. 2013. http://evocinsights.com/focus-group-icebreakers/ Feed the Future Soybean Innovation Lab (SIL). Programs. 2018. http://soybeaninnovationlab.illinois.edu/programsFeed the Future Soybean Innovation Lab (SIL). Gender Impacts. 2018. http://soybeaninnovationlab.illinois.edu/gender-impactsFeed the Future Soybean Innovation Lab (SIL). Gender Impacts: Resources & Reports. 2018. http://soybeaninnovationlab.illinois.edu/resources-6Krueger R. Focus Groups: A Practical Guide for Applied Research, 5th Edition. 2014. SAGE Publications, Inc. Sutton J, Austin Z. Qualitative Research: Data Collection, Analysis, and Management. The Canadian Journal of Hospital Pharmacy. 2015;68(3):226-231.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4485510/
Thank you!
KATHLEEN RAGSDALE, PHDASSOCIATE RESEARCH PROFESSORSOCIAL SCIENCE RESEARCH CENTERMISSISSIPPI STATE UNIVERSITYkathleen.ragsdale@ssrc.msstate.edu
MARY READ-WAHIDI, PHDASSISTANT RESEARCH PROFESSORSOCIAL SCIENCE RESEARCH CENTERMISSISSIPPI STATE UNIVERSITYmary.read-wahidi@ssrc.msstate.edu