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WHAT IS MY

COMMUNITY THINKING?

Learn the in’s and out’s of

how to host a focus group.

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INTRODUCTIONS AND AGENDA

Gretchen Carlson

Donna Comer

Jenni Ebert

Jenny Nagy

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AGENDA

Why Host a Focus Group

Who Should Participate

Designing Your Focus Group Session

How to Successfully Facilitate a Focus Group

What to do After the Focus Group

Examples

Templates

Timelines

And SO MUCH MORE!

Download the templates and resources at:

www.acenetworkinggroup.com

TEMPLATES AND RESOURCES

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WHY HOST A FOCUS GROUP

You want a variety of ideas.

When you want to ask questions that can’t easily be asked or answered in a written survey.

When you want to supplement information you can receive from written surveys.

When your are considering offering a new program or service.

To uncover factors that influence opinions and/or behaviors.

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Why Host a Focus Group?

What do I want to learn?�What information is particularly important?�Who wants the information?�Is there a problem or question I want to address?�How will this information be used?�Why is this information needed?

Getting Started Timeline

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

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Why Host a Focus Group?

When should you host a focus group
Steps in decision-making for why you’d host a focus group / Define the purpose

What problem or question do you want to address?�What kinds of information do you want?�What type of information is most important?�How will you use the information?

Models of Focus Groups - spectrum of formality
How many sessions should you offer

�

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WHO SHOULD PARTICIPATE

Who to invite and why

Target an audience

Best customers (those who spend the most or attend the most)
Age demographics
Class topic (fitness)
Former customers (not participated in last 2 years)

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How to Get the Best Participation

Make Participants Comfortable

Offer Food and Refreshments

Reduce Barriers to Attending

Offer an Incentive

Anticipate Some No-Shows

Invitation Email and Flyer

Example Confirmation Emails

Sample Incentive Items (Voucher/Discount Coupon)

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

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DESIGNING YOUR FOCUS GROUP SESSION

Think through your goals/agenda.

Choose your location.

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How to Design Your Focus Group

Develop your questions

Questions should be: � - Short and the the point� - Focused on one dimension each� - Open-ended � - Non-threatening or embarrassing

3 types of focus group questions:� - Engagement Questions

- Exploration Questions

- Exit Questions��

Sample Agenda

Examples of Focus Group Questions

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

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How to Design Your Focus Group

Gather your materials

Catalogs
Pencils and notepads
Incentives
Decorations
Refreshments, snacks or a meal
Beverages
Community Ed banner
Marketing materials�

Remember your WHY

Why take the time for this extra process when we are all so busy?

Why ask participants to take an hour or more when THEY are all so busy?

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HOW TO SUCCESSFULLY FACILITATE A FOCUS GROUP

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Tips for Facilitating

Set the tone�Set the ground rules�Pace to finish in 1 to 1.5 hours�Use Predetermined Questions

Follow the script but remain flexible�Balance participation�Get full answers with follow up questions�Remain neutral/ find a neutral facilitator

Introduction and Closing Scripts

Understanding Focus Groups: Facilitation and Note Taking (page 1)

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

Set the tone -- try to keep it relaxing and productive, be friendly and welcoming -- snacks and treats help with this

�Set the ground rules - this is done in the opening script

�Pace to finish in 1 to 1.5 hours -- Timing will vary depending on the group - agenda is a rough guide

Be prepared with what questions you are ok skipping
Be prepared with a couple extra end questions if you have a lot of extra time

�Follow the script but remain flexible

�Watch own body language and responses

�Balance participation -- can be tricky

use eye contact
encourage responses from those you haven’t heard from yet
Continue to ask if anyone else has additional comments�

Get full answers with follow up questions -- say things like “would you explain further, give an example, help me understand what you mean”�

Remain neutral/ find a neutral facilitator -- very hard, went with all positive body language, don’t judge responses - be respectful

Tips Learned in the Field

Be prepared for sticky situations

What will you say / do if someone is really unhappy and doesn’t want to move on from the topic? Ex. invite them in the hallway with extra staff, tell them you’ll chat afterwards or will call them
What will you say to the person(s) who is continuously taking you down unrelated paths
“Thank you. What do other people think?” “Let’s have some other comments.”

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The Role of the Notetaker

Decide on recording the session or not

Arrange for this person(s) in advance

Tips for the notetaker

Have good listening and observation skills
Likes taking notes in a meeting
Is able to take notes that are comprehensive
Look to capture the key points
Able to watch the body language of others in the room
Act as an observer, not as a participant
Can remain impartial �

6 Essentials Of Effective Focus Group Note Taking

Understanding Focus Groups: Facilitation and Note Taking (page 2 and 3)

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

Consider recording the session to be able to listen back on specific comments

Arrange for this person in advance

Having two was helpful, capture ideas slightly differently
Effective Note Takers:

Have good listening and observation skills
Have good writing skills / Likes taking notes in a meeting / Understands other will be using their notes.
Are able to take notes that are comprehensive but not word-for-word - just capture the thought being shared
Look to capture the key points -- BUT do use exact quotes when important
Able to watch the body language of others in the room - head nods, smiles - note these things
Act as an observer, not as a participant
Can remain impartial

Tips for the field

Notetaker welcomed participants at our front door
Could write “ground rules” on the whiteboard or flipchart paper

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WHAT TO DO AFTER THE FOCUS GROUP

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Wrapping Up Your Focus Group

Thank the participants

Synthesize the data

Look for recurring words and concepts
Look for surprises/unexpected comments
What new questions arose
Compare answers from all your focus groups

Share information and develop next steps

Thank You Emails

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

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Community Toolbox: Conducting Focus Groups

Designing and Conducting Focus Group Interviews

Guidelines for Conducting a Focus Group

TEMPLATES AND RESOURCES

Download the templates and resources at:

www.acenetworkinggroup.com

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Questions?

We (might) have answers.

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CONTACT US

Gretchen Carlson gcarlson@sowashco.org

Adult Enrichment and Continuing Education Coordinator

South Washington Co. Schools

Donna Comer donna_comer@rdale.org

Adult Enrichment Program Specialist

Robbinsdale Area Schools

Jenni Ebert jebert@edenpr.org

Community Engagement Coordinator

Eden Prairie Schools

Jenny Nagy jnagy@priorlake-savage.k12.mn.us

Community Involvement Coordinator and Adult Programs

Prior Lake - Savage Area Schools