What is focus group?

Focus group is basically a group interview that comprises targeted respondents (usually 8 to 10 participants) and a moderator. The purpose of focus group is to gather/obtain opinions and insights on issues of interest to the researcher. The moderator is responsible for leading the discussion in a non-structured and natural manner.

Know-It! in dealing with focus groups

1. Select or create a suitable-good setting

Always select an environment that doesnt project the "classroom" type of feeling or any uneasy/stressful feeling. Holding a focus group session in a suitable environment ensures that respondents are able to express their opinions/insights freely, precisely and without being affected by the environment.

2. Recruit good respondents

Select the best of the crop. Make sure that respondents fulfill each and every requirement of the focus group and more importantly, they must be able to express themselves freely and accurately. They must be somewhat outspoken and do not constantly give answers such as "dont know" or "no comment"

3. Assign a good moderator

It is very vital to have a good moderator to lead the discussion group. The moderator must be able to "connect" with the respondents and not give the "teacher-student" type of relationship during the session. The moderator must also be aware of the respondents who arent contributing sufficiently and try to get them more involved. A good moderator will remind the respondents that their opinions have no "right or wrong" from time to time. The moderator must avoid being bias, making too much facial impressions and body languages. He/she must always project the impression that he/she is keen to hear about the respondents' opinions and not judging whether they are right or wrong.

4. Prepare the outlines of the focus group

The outlines of the focus group is essential in ensuring that the target & objective are achieved. It should serve as proper guidelines to the moderator, in leading the focus group. The outlines is usually divided into 3 phases.

5. Conduct the focus group

Moderator must establish rapport with the group, state the rules of group interaction, remind the respondents that there are no "rights & wrongs" in expressing opinion etc. It is necessary for the moderator to set the right mood from the start to the end of the focus group session.