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Techniques
Focus Groups
recorders will be. Consideration may also be given to incentives for
participants.
• Budget: outlining the costs of the session and ensuring that resources are
allocated appropriately.
• Timelines: establishing the period of time when the session or sessions will
be held, as well as when any reports or analysis resulting from the focus
group are expected.
• Outcomes: identifying how the results will be analyzed and communicated
and the intended actions based on the results.
.3 Participants
A successful focus group session has participants who are willing to both offer
their insights and perspectives on a specific topic and listen to the opinions of the
other participants. A focus group typically has 6 to 12 attendees. It may be
necessary to invite additional individuals to compensate for those who do not
attend the session due to scheduling conflicts, emergencies, or other reasons. If
many participants are needed, it may be necessary to run more than one focus
group. Often participants of a focus group are paid for their time.
The demographics of the participants are determined based on the objective of
the focus group.
.4 Discussion Guide
A discussion guide provides the moderator with a prepared script of specific
questions and topics for discussion that meet the objective of the session.
Discussion guides also include the structure or framework that the moderator will
follow. This includes obtaining general feedback and comments before delving
into specifics. Discussion guides also remind the moderator to welcome and
introduce the participants, as well as to explain the objectives of the session, how
the session will be conducted, and how the feedback will be used.
.5 Assign a Moderator and Recorder
The moderator is both skilled at keeping the session on track and knowledgeable
about the initiative. Moderators are able to engage all participants and are
adaptable and flexible. The moderator is an unbiased representative of the
feedback process.
The recorder takes notes to ensure the participant’s opinions are accurately
recorded.
The business analyst can fill the role of either the moderator or the recorder. The
moderator and recorder are not considered active participants in the focus group
session and do not submit feedback.
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.6 Conduct the Focus Group
The moderator guides the group’s discussion, follows a prepared script of specific
issues, and ensures that the objectives are met. However, the group discussion
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