BABOK_Guide_v3_member_copy

Focus Groups
Techniques
sometimes leads participants to re-evaluate their own perspectives in light of
others' experiences. A trained moderator manages the preparation of the session,
assists in selecting participants, and facilitates the session. If the moderator is not
the business analyst, he/she may work with the business analyst to analyze the
results and produce findings that are reported to the stakeholders. Observers may
be present during the focus group session, but do not typically participate.
Complimentary IIBA® Member Copy. Not for Distribution or Resale.
10.21.3 Elements
A focus group can be utilized at various points in an initiative to capture
information or ideas in an interactive manner. If the group’s topic is a product
under development, the group’s ideas are analyzed in relationship to the stated
requirements. This may result in updating existing requirements or uncovering
new requirements. If the topic is a completed product that is ready to be
launched, the group’s report could influence how to position the product in the
market. If the topic is a product in production, the group’s report may provide
direction on the revisions to the next release of requirements. A focus group may
also serve as a means to assess customer satisfaction with a product or service.
A focus group is a form of qualitative research. The activities are similar to that of
a brainstorming session, except that a focus group is more structured and focused
on the participants’ perspectives concerning a specific topic. It is not a interview
session conducted as a group; rather, it is a discussion during which feedback is
collected on a specific subject. The session results are usually analyzed and
reported as themes and perspectives rather than numerical findings.
.1 Focus Group Objective
A clear and specific objective establishes a defined purpose for the focus group.
Questions are formulated and discussions are facilitated with the intent of
meeting the objective.
.2 Focus Group Plan
The focus group plan ensures that all stakeholders are aware of the purpose of
the focus group and agree on the expected outcomes, and that the session meets
the objectives.
The focus group plan defines activities that include:
• Purpose: creating questions that answer the objective, identifying key
topics to be discussed, and recommending whether or not discussion
guides will be used.
• Location: identifying whether the session will be in-person or online, as
well as which physical or virtual meeting place will be used.
• Logistics: identifying the size and set up of the room, other facilities that
may be required, public transportation options, and the time of the session.
• Participants: identifying the demographics of those actively engaged in
the discussion, if any observers are required, and who the moderators and
280