Getting strategic: Using focus groups to improve communications Quisto Settle, Lauri M. Baker, Joy Rumble
Jul 06, 2015
Getting strategic: Using focus groups to
improve communications
Quisto Settle, Lauri M. Baker, Joy Rumble
+Why would we use focus
groups as practitioners?
+
Why?
Allows you to gather information in a social setting, which is how people will likely
interact with your work in real-life situations.
To gather in-depth
data on the
customer
experience
- Thoughts
- Feelings
- Perceptions
- Motivations
Provide data to
enhance, change
or create a product
or service targeted
at a key customer
group
Gather customer
insight into
current or
prospective
products,
services or ideas
When?
Need more answers than “yes we like it” or “no we don’t”
You have “always done it”
Seeking a new direction
New branding
New campaign
New name
Desire to improve the customer experience
Have defined goals for improvement
Examples
Develop a new website to share Extension’s story
Determine perceptions of new agent training
Determine audience perceptions of website and social media (including usability)
Feedback from students on new marketing/recruitment materials
Feedback/planning on a program
+
Preparing for focus groups
Preparing for focus groups –
Logistics
Develop a realistic timeline
Secure dates and locations
Explore incentives
Identify target participants
Secure research team
Moderator
Note taker
Transcriptionist if needed
Preparing for focus groups –
Recruitment
Consider capacity and funds
Establish screening criteria
Obtain contact information
Develop a recruitment strategy
Participant identification
Screening questions
Points of contact
Incentives
Preparing for focus groups –
Moderators Guide
Establish purpose and objectives
Brainstorm with research team
Format Introduction
Relationship building
Use a funnel approach
Include probes
Make sure questions are open ended
Consider participatory approaches
Be realistic with timing
Include a break if applicable
Conclude with summarizing question, member checking, de-briefing
+Preparing for focus groups – Day of
focus groups
Potential Supplies
Laptops (each note taker)
Moderators guide
Files
Hard copy (Large)
Consent Forms
List of participants
Audio recorders
Extra batteries
Incentives
Pens/markers
Name tents
Power cords/Powers strip
Refreshments
Projector/screen
Video camera (tripod)
Signage
Other materials as applicable
+
Conducting Focus Groups
Moderating
Listen
Guide conversation
Care
Pace
Rephrasing questions
Give people time to think
Follow-up questions
Be yourself
Assistant Moderator/Note Taker
Listen
Good notes
Do not react
Aid analysis
Catch late arrivals
Some ask questions, some don’t (know ahead of time)
Summary/Debrief
Interacting Before Session
Small talk with participants
Build rapport
Only share neutral info, no matter what is asked
Introverts may need to charge batteries
Not Swaying Responses
Do not participate
Nonverbal gestures
Verbal responses
Be careful answering the questions
Talkative Participants
Types
Expert
Dominant talkers
Disparaging other participants
Dealing with them Interrupting/Redirecting
Placement
Remind of rules
Removal
Interrupting/Stopping Ramblers
First
Avoid eye contact
Stop writing
If that doesn’t work
Catching when they breathe
Adjust to the group
Do not interrupt in a story or during
emotional statements
CLCE story
FFS story
Quiet Participants
Eye contact
Encourage them
Listen for their responses
Bad Information Shared by
Participants
If information is incorrect, is it harmful?
If not, leave it alone
If it is, address it at the end of the session
Less Than Ideal Situations
People going off topic
Talking over each other/Interrupting each other
Too much to cover/Pushing the pace/Skipping sections
Distractions (heat/air, noise, extra people in room)
People not showing up (or showing up when they’re not supposed to)
Equipment
Making do with imperfect room
+
Analyzing Focus Groups
Timeline
Pay attention during sessions
Debrief with anyone who helped moderate
Transcribing (if necessary)
Coding/Themes
Coding/Themes
Different options
Code each focus group start to finish
Code all focus groups by question
Look for repeating responses
Look for different responses
Merge and split codes/themes as you go
Define boundaries/relationships of codes and themes
Options
Highlighting
Cutting
Computers
weftQDA - free
Formulating Results
Ensure that depth of analysis is appropriate
Provide a report
Detail results
Supporting quotes
Research-based recommendations
Present findings to stakeholders
Plan next steps
Implementing Recommendations
Try to adjust communication based on major
themes
May have to implement in stages
Low hanging fruit first
Make large changes as cost and time allows
Reevaluate regularly (opinions and technology
change)
Ex: Facebook advertisements
Implementing Recommendations
Know when to give up
Just because it is a great idea or great program
doesn’t mean your audience wants it
Leave out your personal opinions – rely on the
data
Focus on participants wants, needs,
motivations, and barriers
Don’t ignore the loud mouth – they are the most
vocal in real life too (and on social media)
+
Questions? Discussion