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Effective Focus Groups

How do you manage effective focus groups?.

Posted on: 6 September 2017

Effective focus groups typically comprise of 8-10 respondents and last approximately 1 ½ hours. Any more than this number and they can become difficult to run and control due to group dynamics. For example, with more than 10 or 12 people a group will tend to split into 2 with a leader/ spokesperson for each element.

Effective focus groups are run by an experienced moderator. The moderator introduces topics for discussion and directs and controls the group. The overall aim is to enable the participants to discuss topics as they would like to discuss them. So from their perspective, the discussion should appear to be largely unstructured.

The moderator uses a discussion guide containing the following elements and phases:-

Introduction phase

Discussive phase

Summarising phase

 

Incentives to attend are normally provided. It is usual to undertake at least 3 groups to avoid the danger of atypical responses.

Posted: 6 September 2017 | Knowledge, knowledge bank

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