Garrido and others (2019), ‘Young People’s Response to Six Smartphone Apps for Anxiety and Depression: Focus Group Study’. An interview guide may be the skeleton of an IDI or focus group, but responses consist of everything else. Onwuegbuzie et al. Focus group interview is a type of qualitative research that helps clients understand consumers thoroughly. Smaller groups can work too. Beginning the Focus Group Discussion The first few moments in focus group discussion are critical. focus groups is suggested, which includes a consideration of when focus groups are preferred over one-to-one interviews. Each participant was asked to rate the priority of features as ‘Must have’, ‘Nice to have’ or ‘Not needed’. By moderating respondents, hidden opinions that could not be acquired through quantitative research can be understood. The objectives of qualitative research are to focus more on target audiences’ range of behavior and perceptions that drive it rather than facts and statistics that govern quantitative research. A focus group is a small, but demographically similar group of people and whose reactions are studied especially in market research or political analysis in guided or open discussions about a new product or something else to determine the reactions that can be expected from a larger population. You can use your model of how your product works to help you put together questions to guide the discussion during the focus group. Focus group studies are not a time-saving alternative to interview studies.
We use this information to make the website work as well as possible and improve government services. The vast majority of commercial qualitative research involves interviews. Economy is an important benefit but there are other benefits of focus groups when compared to interviews. The team ran focus groups with young people to find out about users’ needs to inform and recommend the development of the apps. There are only a few basic rules to … maintain confidentiality – what is said in the room stays in the room. %PDF-1.5
Guidelines for setting up and designing focus-group studies are outlined, ethical issues are highlighted, the purpose of a pilot study is reviewed, and common focus-group analysis and reporting styles are outlined. We’ll send you a link to a feedback form. If you are a student of sociology, psychology, or marketing, then you should most probably be using qualitative research methods as it gives you better insight for your study. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. Focus Group Discussion (FGD) is a research method in the social sciences, with a particular emphasis and application in the developmental program evaluation sphere (Doody, Slevin, & Taggart, 2013). Note that these results on user preferences might apply to people with physical disability who are active, but they might be quite different for those who are inactive. Then, once the tracker is developed, you might want to recruit people with disabilities who are physically inactive to find out their experiences of the product. For example, when developing a fitness tracker for people with physical disabilities, you might want to recruit people with disabilities who have used a tracker before in order to find out their needs and preferences. focus groups, in which a group discussion is facilitated by a “moderator” in order to elicit opinions and views about a topic. It is important to think about which users of your digital product you want to focus on. The origin of the Focus Group was in sociology. Focus groups are a data collection method. Avis and others (2015), ‘Lessons Learned from Using Focus Groups to Refine Digital Interventions’. With respect to process, a focus group ideally should consist of 10 to 12 people, although it certainly can be smaller or much larger. You use it during a focus group or depth interview. Lally and others (2018), ‘Feasibility of Synchronous Online Focus Groups of Rural Breast Cancer Survivors on Web-Based Distress Self-Management’. You’ve accepted all cookies. The team used thematic analysis, but also focused their analysis to find out more about the features, functionality and appearance of the app that they wanted to develop. This would help to spark discussion and debate around the fitness tracking features users wanted and any unmet needs this group of users had. This method serves to solicit participants’ attitudes and perceptions, knowledge and experiences, and The team ran online focus groups exploring the views of an online intervention for breast cancer survivors. There is no set size of the group; 6 to 8 people often works well. The moderator typically writes the guide, which contains topics, questions, and activities for an interview. When conducting a focus group, four key factors must be considered: (a) the process, (b) the content, (c) group composition, and (d) data analysis. 569 0 obj
<>/Filter/FlateDecode/ID[<3B83D0A95621AE42866716BE01D871D5>]/Index[552 33]/Info 551 0 R/Length 93/Prev 821671/Root 553 0 R/Size 585/Type/XRef/W[1 3 1]>>stream
Data is collected through a semi-structured group interview process. Focus groups are facilitated group discussions. Choosing active people who had used fitness tracking meant that participants had a shared common experience. When conducting interviews or focus groups for your B2B research, whether capturing feedback on a product or carrying out buyer persona interviews, a discussion guide is a vital tool for ensuring you make the best use of your time and gain a greater level of insight. This will dictate your sampling. Such interviews typically go for about 45 minutes, but this can vary. Think about what you want to find out. They stopped at this point because they had reached saturation. The extensively revised edition of the best-selling Focus Groups as Qualitative Research continues to provide an excellent guide for researchers across the disciplines. Focus groups can be used to get feedback before, during, or after your product is developed (formative or summative evaluations). Example: What do people with physical disability want from a tracking app? 34-35). endstream
Depending on what you want to find out, you might want to recruit people who are similar to each other (homogeneous sampling), or recruit more varied users to get a wider understanding of their experience of your digital product (heterogeneous sampling). How to use focus groups to evaluate your digital health product. You will need to decide how many focus groups to conduct. Focus groups … The Focus Group (FG) is one of the qualitative research methods to be utilized in the search for answers to such questions. • It is a form of qualitative research where questions are asked about their perceptions attitudes, beliefs, opinion or ideas. h�b```�B��B ���� "Focus groups aim to discover the key issues of concern for selected groups. Focus Group Discussion Guide Sample I. Trust and rapport aside, there are other critical elements to a successful interview beside the guide. Group interaction and non-verbal communication are primary benefits of focus groups. In focus group discussion participants are free to talk with other group They conducted 4 groups with 15 participants. The two primary qualitative research techniques are individual in-depth interviews and focus group discussions.The emphasis in this guide is on focus group discussions research. The method aims to obtain data from a purposely se- lected group of individuals rather than from a statistically representative sample of a Opening Remarks (2 Minutes) Thanks for coming today. Practical advice on how to run focus groups to refine your digital product. Don’t worry we won’t send you spam or share your email address with anyone. Focus groups are generally used to collect data on a specific topic. Where there is one interviewer and one participant the interview it is called a ‘depth’, which is short for ‘in-depth interview’. Reflecting the many changes that have occurred in the study of focus groups in recent years, the book begins with an updated introduction offering a discussion of current social science approaches to focus groups. It is important to spend some time at the beginning of the focus group building trust and rapport. The general characteristics of the Focus Group are people's involvement, a series of meetings, the homogeneity of participants with respect to research interests, the generation of qualitative data, and discussion focused on a topic, which is determined by the purpose of the research. 584 0 obj
2020 focus group discussion guide in qualitative research