OMG, another meeting! Endless discussions, no outcome! This might pop up when you hear about participating in a focus group discussion. But give a second thought! For good reasons Focus Group Discussions (FGDs) are proven method in empirical social science as well as marketing. They allow to explore as qualitative tool in depth opinions, interests, attitudes as well as reflections on issues.
The American sociologist Robert K. Merton developed the method in the 1940s already. He published his ideas in the reference book The Focused Interview, 1956. FGDs presented themselves thereafter more and more as an alternative to single interviews. But FGDs are more than that. Participants influence each other and instigate each others’ thinking. Thus, group dynamic processes can release capacities that are greater than the sum of its parts. They generate synergies individuals alone could mostly not reach – i.e. the brain of brains.
These explorations are not representative of course. For that we could conduct polls. They also don’t reduce a topic’s complexity. Quite the opposite: they densify complexity by adding context to it. Consequently, the give a “face” and perspective to mere data. All in all they can be highly useful. Therefore, your participation can really add value. And you might even come out enlightened and inspired by new perspectives and insights.
Selection of participants
What does it mean to be selected? Well, it’s neither a distinction nor a punishment. It simply means you represent certain characteristics, which have been assessed to be important for the topic in question. So, don’t establish any ulterior motives, whether you are invited to participate or not. Just enjoy being part of it!
How do you participate?
To zoom or not to zoom – that’s the question! Either the focus groups will meet up at a certain location or we will conduct the discussion in a zoom meeting. In any case you will receive an email invitation with date and time as well as the location – or a zoom link.
There is also the possibility of following a link for canceling your participation. This only works 24 hours in advance. But please only do this in urgent circumstances! If you haven’t received a confirmation mail (nor the SMS) within 15 min after cancelling, please check your spam folder. In case this also not the case, please contact us.
Offline Meeting
Join us at the location a few minutes in advance. Calculate travel time with disturbances as we will start punctually. Any late-coming might disturb the group process. Thus, we would kindly underline the importance of being in time.
Zoom Meeting
A few minutes before the discussion begins follow the link of your invitation. Please be prepared with your equipment (computer/tablet/phone, microphone, loudspeaker) in a calm, undisturbed environment. If you are not familiar with zoom, you can find some ideas here.
How does a discussion go?
Focus Group Discussions are moderated and guided explorations. That means a moderator leads the way with a half-standardised questionnaire. This ensures that the participants stick to the common theme and on the other hand that the talks are open enough for developing new discussion threads. Normally, a second person will assist the moderator and keep minutes. Between five to ten persons from a group.
As the appointment is about thoughts, attitudes etc., which you already have, you don’t need to prepare anything. Also, don’t dress up in a special way. Just be yourself, rested and open-minded.
How long does it take?
The length of a Focus Group Discussion can vary from topic to topic as well as the number of participants. Usually, anything between 1,5 to 3 hours is possible. In case of a long discussion a break or several breaks might revitalise you.
For exploring a topic it might be required to conduct several FGDs. Each time a different group, which represents different characteristics, will gather. So, the whole process from defining the objectives and group(s), planning, developing the discussion guideline, selecting the participants, conducting the FGDs, transcribing, documenting and finally analysing it incl. report writing can take 2–6 weeks.
Recording and anonymity
For the purpose of a transcript and protocol the discussion will be recorded. However, neither recording nor transcript or protocol are handed over to the contracting authority. The customer won’t see them. Anonymity of statements are guaranteed. In most cases your name as participant will of course be known because your organisation or company has sent you. But what you say remains confidential.
As soon as the analysis has been finalised recordings, transcripts and protocol are deleted. A customer will only receive the analysis including an assessment.