10.21.1 Purpose
A focus group is a means to elicit ideas and opinions about a specific product, service, or opportunity in an interactive group environment. The participants, guided by a moderator, share their impressions, preferences, and needs.
10.21.2 Description
A focus group is composed of pre-qualified participants whose objective is to discuss and comment on a topic within a context. The participants share their perspectives and attitudes about a topic and discuss them in a group setting. This sometimes leads participants to re-evaluate their own perspectives in light of others’ experiences. A trained moderator manages the preparation of the session, assists in selecting participants, and facilitates the session. If the moderator is not the business analyst, he/she may work with the business analyst to analyze the results and produce findings that are reported to the stakeholders. Observers may be present during the focus group session, but do not typically participate.
A focus group can be utilized at various points in an initiative to capture information or ideas in an interactive manner. If the group’s topic is a product under development, the group’s ideas are analyzed in relationship to the stated requirements. This may result in updating existing requirements or uncovering new requirements. If the topic is a completed product that is ready to be launched, the group’s report could influence how to position the product in the market. If the topic is a product in production, the group’s report may provide direction on the revisions to the next release of requirements. A focus group may also serve as a means to assess customer satisfaction with a product or service.
A focus group is a form of qualitative research. The activities are similar to that of a brainstorming session, except that a focus group is more structured and focused on the participants’ perspectives concerning a specific topic. It is not a interview session conducted as a group; rather, it is a discussion during which feedback is collected on a specific subject. The session results are usually analyzed and reported as themes and perspectives rather than numerical findings.
10.21.3 Elements
.1 Focus Group Objective
A clear and specific objective establishes a defined purpose for the focus group. Questions are formulated and discussions are facilitated with the intent of meeting the objective.
.2 Focus Group Plan
The focus group plan ensures that all stakeholders are aware of the purpose of the focus group and agree on the expected outcomes, and that the session meets the objectives.
The focus group plan defines activities that include:
- Purpose: creating questions that answer the objective, identifying key topics to be discussed, and recommending whether or not discussion guides will be used.
- Location: identifying whether the session will be in-person or online, as well as which physical or virtual meeting place will be used.
- Logistics: identifying the size and set up of the room, other facilities that may be required, public transportation options, and the time of the session.
- Participants: identifying the demographics of those actively engaged in the discussion, if any observers are required, and who the moderators and recorders will be. Consideration may also be given to incentives for participants.
- Budget: outlining the costs of the session and ensuring that resources are allocated appropriately.
- Timelines: establishing the period of time when the session or sessions will be held, as well as when any reports or analysis resulting from the focus group are expected.
- Outcomes: identifying how the results will be analyzed and communicated and the intended actions based on the results.
.3 Participants
A successful focus group session has participants who are willing to both offer their insights and perspectives on a specific topic and listen to the opinions of the other participants. A focus group typically has 6 to 12 attendees. It may be necessary to invite additional individuals to compensate for those who do not attend the session due to scheduling conflicts, emergencies, or other reasons. If many participants are needed, it may be necessary to run more than one focus group. Often participants of a focus group are paid for their time.
The demographics of the participants are determined based on the objective of the focus group.
.4 Discussion Guide
A discussion guide provides the moderator with a prepared script of specific questions and topics for discussion that meet the objective of the session.
Discussion guides also include the structure or framework that the moderator will follow. This includes obtaining general feedback and comments before delving into specifics. Discussion guides also remind the moderator to welcome and introduce the participants, as well as to explain the objectives of the session, how the session will be conducted, and how the feedback will be used.
.5 Assign a Moderator and Recorder
The moderator is both skilled at keeping the session on track and knowledgeable about the initiative. Moderators are able to engage all participants and are adaptable and flexible. The moderator is an unbiased representative of the feedback process.
The recorder takes notes to ensure the participant’s opinions are accurately recorded.
The business analyst can fill the role of either the moderator or the recorder. The moderator and recorder are not considered active participants in the focus group session and do not submit feedback.
.6 Conduct the Focus Group
The moderator guides the group’s discussion, follows a prepared script of specific issues, and ensures that the objectives are met. However, the group discussion should appear free-flowing and relatively unstructured to the participants. A session is typically one to two hours in length. A recorder captures the group’s comments.
.7 After the Focus Group
The results of the focus group are transcribed as soon as possible after the session has ended. The business analyst analyzes and documents the participants’ agreements and disagreements, looks for trends in the responses, and creates a report that summarizes the results.
10.21.4 Usage Considerations
.1 Strengths
- The ability to elicit data from a group of people in a single session saves both time and costs as compared to conducting individual interviews with the same number of people.
- Effective for learning people’s attitudes, experiences, and desires.
- Active discussion and the ability to ask others questions creates an environment in which participants can consider their personal view in relation to other perspectives.
- An online focus group is useful when travel budgets are limited and participants are distributed geographically.
- Online focus group sessions can be recorded easily for playback.
.2 Limitations
- In a group setting, participants may be concerned about issues of trust or may be unwilling to discuss sensitive or personal topics.
- Data collected about what people say may not be consistent with how people actually behave.
- If the group is too homogeneous their responses may not represent the complete set of requirements.
- A skilled moderator is needed to manage group interactions and discussions.
- It may be difficult to schedule the group for the same date and time.
- Online focus groups limit interaction between participants.
- It is difficult for the moderator of an online focus group to determine attitudes without being able to read body language.
- One vocal participant could sway the results of the focus group.
