1. ASVMAE Recent Graduate Initiative
Focus Groups

2. Why conduct a focus group?
Fosters idea exchange that other formats don’t.
Identifies needs/concerns/interests of recent graduates.
Focus is on “how can we help you and be relevant to your needs?”

3. What is a focus group? Form of qualitative research.
Group of people asked about attitudes, perspectives.
Questions asked in an interactive group setting.
Open and free exchange of ideas.

4. Plan for the interview(s)
What do you (VMA) want & hope to learn?
When do you need to have that information?
How will you apply what you learn?
Identify your budget?
Conduct at least two focus groups.
Limit discussions to 1 to 1.5 hours (honor time).

5. Selecting recent graduates to participate
Optimum group size is 6 to 12 people.
Select engaged and non-engaged recent graduates (members and non-members).
Consider a mix of disciplines within the profession.
Attempt to select graduates who don’t know each other.

6. Method used by Iowa VMA
Identified graduates by year (e.g. five most recent classes.
Picked three individuals per year that had been engaged.
Had those individuals invite non-members from their class to attend.

7. Method used by Oregon VMA
Identified recent graduates in database (members/non-members).
Sent mail and invitations.
Extend invitations 3 to 4 weeks out.
Establish questions in advance, send with invitations.
Personal calls or reminders one week out.

8. Leading the discussion
Ideally, an experienced facilitator.
The executive director is another consideration.
Consider contacting industry about a facilitator.
If a recent graduate has facilitation skills, consider having him/her serve in this capacity.

9. Choose the location and format
Setting should be comfortable, relatively soundproof.
Configure chairs so that all participants can see each other.
Provide name tags.
Provide refreshments, box lunches if over lunch time.
Consider multiple sessions in different regions of state.
Oregon VMA met at brewpub in evening (private rooms).
Iowa VMA met by conference call.

10. Conducting the focus group
Welcome participants.
Explain purpose and goal of the discussion.
Avoid making a sales pitch.
Indicate how long interview takes (1 to 1.5 hours).
Ask if there are questions before starting.
Ask each graduate to introduce themselves and what they do – icebreaker.

11. Conducting the focus group, cont.
Ask for honest feedback – there are no wrong/right answers.
Ask one question at a time – probe to learn more.
Remain as neutral as possible
Ensure even participation. Don’t let two people dominate.
Keep focused. Maintain momentum. Get closure on questions.

12. About questions Wording should be open-ended.
Questions should be as neutral as possible – avoid wording that might influence answers, e.g. evocative, judgmental.
Limit discussion to five or six questions.
Be careful asking “why” questions – may cause respondents to feel defensive.
Ask one question at a time.

13. Sample questions What made you decide to come tonight?
What top three things do you wish you would have known about practice when you were a student?
What top three challenges are you encountering in the profession?

14. Sample questions, cont.
What issues are you facing, or what concerns do you have, that our organization might be able to address?
What could we have done better to help you with the transition from student to veterinarian?
We appreciate the opportunity to learn about you – but what would you like to know about us?

15. Closing the session
Tell participants they will receive a copy of the generated report.
Thank everyone for their time and valued input.
Adjourn the meeting.

16. Making use of the information
Leadership partners take notes and compare after meeting.
Circulate to participants for review, comment, clarification.
Share final document with participants and recent graduates that did not participate.
Share ideas with appropriate committees, board.
Take action, as appropriate.