Participation level:
- Medium (Opinions noted)
Innovation level:
- Low (Traditional)
Facilitator skill level, and other support required:
- High (Specialist skills)
Can be used for:
- Showcase product, plan, policy
- Engage community
- Discover community issues
- Communicate an issue
Focus groups aim to discover what are the key issues that are of concern for selected groups. Discovering these issues can help determine which of a number of options is the preferred way forward, or to determine what are the concerns that would prevent a proposal going ahead. The focus group may also be undertaken to discover preliminary issues that are of concern in a group or community, and on which to base further research or consultation.
Focus groups should deliver detailed knowledge of the issues that concern a specific demographic or community. (See Case Study: Gold Coast Citizen Committee.pdf).
- Highly applicable when a new proposal is mooted and little is known of community opinions.
- Can be used to develop a preliminary concept of the issues of concern, from which a wider community survey may be undertaken.
- Can be used for limited generalisations based on the information generated by the focus group.
- Particularly good for identifying the reasons behind people's likes/dislikes.
- Produces ideas that would not emerge from surveys/questionnaires, because the focus group allows opportunity for a wider range of comments.
- Such small groups may not be representative of the community response to an issue.
- May be confronting for some to be open about their opinions depending on how well people know one another.
- People must be able to operate within their comfort zones.
- Requires careful selection to be a representative sample (similar age range or status etc.).
- Skilled facilitators should be hired.
Organizing Focus Group
How many people to organize?
- Medium (2-12 people)
- Individual
Time required:
- Long (> 6 months)
- Medium (6 weeks-6 months)
Cost:
- Low (< AUD$1,000)
- Randomly select 6 to 10 people affected by or interested in the community issue to make up the focus group.
- Book venue and arrange catering if meeting goes across a meal time.
- Hire a facilitator.
- Prepare preliminary questions.
- Send reminders to participant with time, date, venue and questions.
- Brief participants and the facilitator on the aims and objectives of the session.
- Establish ground rules: keep focused; maintain momentum, get closure on questions (see Mc Namara reference).
- Encourage shy participants if they feel anxious about revealing their opinions/feelings.
- Engage a co-facilitator to record issues raised by individuals (may use audio, audio/visual, and/or written notes).
- De-brief the participants and the facilitator.
- Compile a report of proceedings for the organisers, and offer a copy to the participants.
