Focus group daniel mittleman [email protected].

focusgroup

daniel [email protected]

Plan for Tonight

• Types of Focus Groups

• Preparation Activities

• Execution Activities

• Analysis Activities

• Other Thoughts

• An Example

nota bene…

Some of the points raised tonight apply equally well to

Focus Groups (FGs) and other research methods.

Traditional Audio Conference

Technology-Supported Data Conference

Four Focus Group Domains

Design of ObjectivesThe Zen of Planning

Surfacing the objective of the FG– What is it that I want to know?– Is a FG the best way to learn this?– What kind of information will be

produced?– How will this information be used?

Design of ObjectivesPlanning Guide

• When to do FG– Insights are needed in exploratory or

preliminary studies– To uncover factors relating to

complex behaviors or motivations– Need to have innovative new ideas

emerge– To generate information in

preparation for a large scale study

Design of ObjectivesPlanning Guide

• When NOT to do FG– The environment is emotionally

charged– Researcher has lost control over

critical aspects of the study– Statistical projections are needed– Other methods can produce needed

results less expensively– Research cannot assure

confidentiality

Roles

• Moderator– [Facilitator]

• Assistant– [Technographer]

• Observers – [Clients]

Traditional Audio Conference

Tech-Supported Data Conference

Focus Group Roles

Moderator in room with Participants.Assistant moves in and out, and/or operates camera. Clients never in contact with participants.

Moderator online with Participants.Assistant handles checkin/questions in separate phone channel. Clients either on muted connection or not at live event.

Moderator in room with Participants.Assistant manages technology. Clients never in contact with participants, or not at event.

Moderator online with Participants.Assistant handles checkin/questions online. Clients either on readonly connection or not at live event.

Selecting Participants

• Who do we study?– Go back to your user profiles

(personas)– Find a stratified sample

representing these segments– Randomly select (if possible)– Randomly assign (if possible)– Avoid acquaintances (absolutely!)

• Differences by Domain?

Traditional Audio Conference

Tech-Supported Data Conference

Focus Group Composition

Size: 6-9 (max of 12)Composition: homogeneous

Size: 4-8 (novice fac.)7-10 (exp. fac.)

Composition: homogeneous

Size: 9-15 (max of 20)Composition: heterogeneous

This depends somewhat on the choice of equipment/software

Size: 9-15 Composition: heterogeneous

This depends somewhat on the choice of equipment/software

Scheduling and Location

• How many people do I schedule?– You need to overbook– You need to confirm– You need to reconfirm at last moment– Some still won’t show

• How do I find people– If you have a budget, there

are services that will do this– Posters (at U, be aware of research rules)

Scheduling and Location

• Do I have to pay them?– It helps a lot– $$ are best, rather than raffle– Pay at end (don’t be stupid)

• How much do I pay– Depends on time and persona profile– Virtual may cost you less as they can

participate without any travel

Scheduling and Location

• Do I have to pay the extras?– Yes, then send them home

• Differences in facilities by Domain?

Traditional Audio Conference

Tech-Supported Data Conference

Focus Group Facilities

Room: Professional Facility

Room: Their own home or office (but need to confirm technology)

Room: Professional Facility

Room: Their own home or office (but need to confirm technology)

www.leresearch.com

Hatteras

Biltmore

More rooms

• http://www.surgeworks.com/services/UsabilityLabDiagram.htm

• http://www.socialmarketing.org/focus_group/focus_group.htm

http://www.westat.com/capabilities/webeval4-usability.cfm

Sofia, Bulgaria

Hi, I’m Rich. Can you show me all the things

that are wrong with my high-tech focus

group room?

Michigan

Telephone Bridges• www.freeconferencecall.com/

• www.freeconference.com/

• www.telephonebridgeservices.com/

Data Conferencing

• www.webex.com

• www.microsoft.com/office/rtc/livemeeting

• www.facilitate.com

Design of QuestionsDiscussion Guide

• Types of questions– Opening Question– Introductory Questions– Transition Questions– Key Questions– Ending Questions

Traditional Audio Conference

Tech-Supported Data Conference

Focus Group Questions

All qualitative. Several methods possible: metaphors, categories, dials, etc. Use of AV possible.

Can mix qual and quant. Less methods than T-S, but more than A-C possible. Some AV possible, but limited. Client input possible, but limited.

Can mix qual and quant. Several methods possible. Client input easier. Use of AV possible.

All qualitative. Limited in AV possible. Methods may be constrained from traditional group.

Planning for the Session

• Initial objectives planning• Determine location, technology, methods• Question development• Participant segmentation identified• Pilot test with convenience sample• Refine, if needed• Recruitment• Run groups• Analyze• Draft report

Executing the Session

• Where to meet?• Snacks?• Signed agreements• Introductions• Pace• Break• Closure• Disclosure of research• Sharing of information after session

Common Problems

• Group-think• Faulty assumptions• Latecomers / early leavers• Reticent groups• Quiet participants• Dominant Participants /

Alpha jerks• Unqualified participants• Tangents• Hostility• Offensive ideas• Technology breakdown

Data Collection/Analysis

• Take field notes.

• Take field notes.

• Take them right away (during or immediately after the session).

• Take them even if there is audio/video recording.

• Take them anyway.

• Take them the same day as the session.

• Bob’s Rule!

Bob’s Rule

“If you don’t write it down before you go

to sleep, it never happened.”

Demo of some software

• www.groupsystems.com

• http://Cognito.cti.depaul.edu – User: HCI445– PW: 445student!