Primary Purpose
Description
Focus groups are essentially group interviews. Convening a focus group can provide information about issues that are of highest significance for a community or a particular demographic or stakeholder group, especially if no other information is available. Focus groups can help you determine which issues might arise when determining the preferred options or recommendations for a proposal. They can also uncover emotional reactions, information needs, and the language used by particular groups to discuss a topic or issue. Focus groups can be used to inform survey questions that can then gauge the perceptions and opinions of a broader population.
To conduct formal focus groups, work with a trained social scientist or focus group moderator to help identify the target population, recruit participants, prepare questions, set up the room, run the session, and analyze the results. Formal focus groups are typically conducted with 8-15 people willing to discuss and share opinions on a specific issue or project. Participants often come from a specific stakeholder or demographic group (e.g. birdwatchers, anglers, or hunting guides). Multiple focus groups can be held with different groups to get a range of perspectives across stakeholder groups.
Outcomes
Focus groups can provide detailed information about how people will react or respond to an issue or proposal. They help identify concerns that stakeholders have and the language that people are using to discuss a particular topic.
Time considerations
Planning a focus group or groups can take weeks to months. Key steps include identifying and recruiting participants, developing questions, and arranging meeting logistics.
Focus group meetings typically last between one to four hours.
Analysis of meeting results and any follow-up reporting may take several days to weeks after any meetings.
Staffing
A single trained social scientist or focus group moderator can organize, run, and report out on a focus group. However, it will often require more staff to help identify the purpose of the focus group, potential stakeholder groups to recruit, and relevant questions to ask.
Materials
- Meeting venue
- Recording devices (audio and/or visual)
- Informational materials for participants (optional)