Facilitating Focus Groups Insert date Insert presenters

Agenda ■ Introduction ■ Agenda ■ Purpose and Objectives ■ What is a Focus Group? ■ Preparation Activities ■ Facilitation Activities ■ Wrap-up Activities ■ Conclusion 2

Purpose of this Brownbag ■ Provide best practices for facilitating focus groups, to ensure that your next focus group is productive and effective. 3

Learning Objectives ■ At the end of this brownbag, you will be able to:  Explain what a focus group is  Describe how to prepare for a focus group  Explain how to conduct a focus group  Explain how to capture focus group results 4

WHAT IS A FOCUS GROUP? Section 1:

Overview of a Focus Group ■ Moderated discussion with 8 to 12 participants ■ Typically lasts 2 hours ■ Covers a range of topics that are decided beforehand ■ Used to gather qualitative not quantitative data 6

Overview of a Focus Group (cont.) 7 Discuss purpose with client Perform existing materials review Develop session objectives, outcomes, and questions Create Discussion Guide Submit discussion guide for review Revise discussion guide if necessary Receive Client Approval Provide facilitator and recorder Stay on task via discussion guide Listen actively and capture group ideas Conduct Focus Group Review notes Identify themes, trends, patterns, etc. Document findings and present to client Report Findings

PREPARATION ACTIVITIES Section 2:

Preparing for the Session ■ Identify the key objectives ■ Inform yourself ■ Plan logistics ■ Invite the participants 9

Developing the Discussion Guide 10 The Discussion Guide is reviewed and approved by all key stakeholders.

Immediately Before the Session

Roles and Responsibilities ■ Facilitator  Keep discussion on track  Accomplish focus group objectives ■ Recorder  Capture major comments/insights 12 Tip: If this is your project, you should attend as either the facilitator or the recorder—or as an observer.

What if you have to cover both roles? ■ Good luck! ■ Just kidding.  Ask your client to arrange a recorder if possible  Bring an audio recording device  Make good use of the flip charts  Review your notes immediately after the session 13

Tools for Focus Groups ■ Whiteboard ■ Flip charts ■ Sticky notes or blank sheets of paper ■ Recording devices (laptop, audio, video) ■ Projector ■ Computer lab 14

FACILITATION ACTIVITIES Section 3:

Facilitating the Session 16 Debrief Open Session Ask clarifying questions Capture responses Summarize what you heard Ask baseline question Capture responses

Facilitating the Session (cont.) 17

Brainstorm Exercise ■ What do I do if…  Chatty Cathy won’t stop talking  Timid Tracy won’t participate  Goofy Gus is distracting participants  Eager Ethan keeps interrupting others  Nobody wants to share 18

WRAP-UP ACTIVITIES Section 4

Immediately After the Session 20 Press the flesh Exchange business cards Learn more Debrief with co-facilitator Constructive feedback Group observations Document Review notes and fill in gaps Identify main themes for session

Presenting the Results ■ Tie findings back to the overall objectives ■ Presentation format can be formal or informal 21 Focus Group Results Tip: Clarify client expectations during project initiation.

CONCLUSION Section 5

Focus Groups vs. Meetings

Additional Resources 24 ■ Bens, Ingrid. “Facilitation at a Glance! 2nd Edition.” ■ Edmunds, Holly. “The Focus Group Research Handbook.” ■ Krotz, Joanna. “Dos and Don’ts for Using Marketing Focus Groups.”Dos and Don’ts for Using Marketing Focus Groups ■

Any Questions?