Focus group studies are not a time-saving alternative to interview studies. The extensively revised edition of the best-selling Focus Groups as Qualitative Research continues to provide an excellent guide for researchers across the disciplines. A group of 6-10 people, usually 8, meet to explore and discuss a topic, such as a new product. We use cookies to collect information about how you use GOV.UK. The team wanted to develop an app for people with physical disabilities to track fitness. Focus group interview is a type of qualitative research that helps clients understand consumers thoroughly. You’ve accepted all cookies. Choosing active people who had used fitness tracking meant that participants had a shared common experience. The team ran online focus groups exploring the views of an online intervention for breast cancer survivors. It is also a good practice to have some ground rules, such as: Olsen and others (2019), ‘Content and Feature Preferences for a Physical Activity App for Adults With Physical Disabilities: Focus Group Study’. The same principles apply to focus groups as to interview studies. Trust and rapport aside, there are other critical elements to a successful interview beside the guide. They stopped at this point because they had reached saturation. A focus group discussion isa qualitative data collection method that engages 6 to 12 people—with shared characteristics pertinent to the specific discussion topic—and is led by a trained facilitator. You will need to decide how many focus groups to conduct. 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). Focus group discussion is frequently used as a qualitative approach to gain an in-depth understanding of social issues. guide to evaluating digital health products, use your model of how your product works to help you put together questions to guide the discussion during the focus group, ‘Content and Feature Preferences for a Physical Activity App for Adults With Physical Disabilities: Focus Group Study’, ‘Lessons Learned from Using Focus Groups to Refine Digital Interventions’, ‘Insights for conducting real-time focus groups online using a web conferencing service’, ‘Young People’s Response to Six Smartphone Apps for Anxiety and Depression: Focus Group Study’, ‘Promoting Engagement With a Digital Health Intervention (HeLP-Diabetes) Using Email and Text Message Prompts: Mixed-Methods Study’, ‘Feasibility of Synchronous Online Focus Groups of Rural Breast Cancer Survivors on Web-Based Distress Self-Management’, Define how your product works: evaluating digital health products, Rapid evaluation of digital health products during the COVID-19 pandemic, Choose evaluation methods: evaluating digital health products, Coronavirus (COVID-19): guidance and support, Transparency and freedom of information releases, you want to get a breadth of understanding of the thoughts and experiences of users, you have open-ended questions about your product, group dynamics can promote discussion, idea sharing and debate, they provide a breadth of shared experiences from people with similar characteristics, for example people experiencing similar health conditions or health professionals using your digital product, they can be used at every stage of creating a digital product, from finding out more about the needs of your users to refining and testing new content and features of your product, staff needed – you will need a facilitator who encourages discussion and possibly also a separate note-taker, it might be difficult to get the users you need together in one room at the same time, encourage participants to discuss their views openly, use prompts and questions to make sure the discussion points you are interested in are covered, venue – neutral places are best because participants will be more open in what they say, whether you will pay transport costs or give participants incentives for participating. Group interaction and non-verbal communication are primary benefits of focus groups. %%EOF It is vital that the focus group be led by both a facilitator and a scribe; one … Thus, they comprise of predetermined semi-structured interviews whereby broad questions are asked on a theme or a topic generating transcripts of discussion and opinions. 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. Discovering these issues can help determine which of a number of options is the preferred way forward, or to determine what are the concerns that would prevent a proposal going ahead. An interview guide may be the skeleton of an IDI or focus group, but responses consist of everything else. h�b```�B��B ���� Practical advice on how to run online focus groups. In a brief time the moderator must create a thoughtful, permissive atmosphere, provide ground rules, and set the tone of the discussion. 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. If you anticipate some participants not showing up, invite 10-20% extra participants. You can use interviews to collect qualitative data, but you can also collect some quantitative data. You can use your model of how your product works to help you put together questions to guide the discussion during the focus group. Where there is one interviewer and one participant the interview it is called a ‘depth’, which is short for ‘in-depth interview’. We use this information to make the website work as well as possible and improve government services. It is also a good method to employ prior to designing questionnaires. They should: If you have not facilitated a focus group before, it is a good idea to get someone to run it for you until you become familiar with the role. They conducted 4 groups with 15 participants. As Janine Waclawski and Steven Rogelberg (2002) note, it is typically led by a facilitator who asks the research questions and is assisted by a scribe who takes notes. 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. The focus group is a method of data collection in which a moderator/facilitator (usually a coresearcher) speaks with a group of 6–12 participants about issues related to the research question. Focus group methods emerged in the 1940s with the work of Merton and Fiske who used focus groups to conduct audience studies. Introduction • Focus Group Discussion (FGD) involves gathering people from similar backgrounds or experiences together to discuss a specific topic of interest. 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. This would help to spark discussion and debate around the fitness tracking features users wanted and any unmet needs this group of users had. Focus groups are a data collection method. The focus group may also be undertaken to discover preliminary issues that are of concern to a group or community, and maintain confidentiality – what is said in the room stays in the room. The method aims to obtain data from a purposely se- lected group of individuals rather than from a statistically representative sample of a Technology, for one, needs to be stable, consistent, and offer tools that augment qualitative researchers’ efforts and objectives. Focus groups use group dynamics to get shared experiences of people with similar characteristics. � Ĩ(� �t���IqVAYP�w�������'C��ᩳ�lI;�5)?�6Vd�����\��MV?`�}8b���(�� CF��E�R�`�p�`�`�`�`� ��X This will dictate your sampling. Don’t include personal or financial information like your National Insurance number or credit card details. This page is part of a guide to evaluating digital health products. The moderator typically writes the guide, which contains topics, questions, and activities for an interview. 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. 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. (2009) propose another useful structure for focus group analysis which is centred around a combination of different data analysis techniques – constant comparison method (which may involve comparing themes emerging in different focus groups), content analysis (e.g. As an approach, the focus group offers qualitative researchers an efficient method of gathering the views of many participants at one time. focus groups is suggested, which includes a consideration of when focus groups are preferred over one-to-one interviews. Alkhaldi and others (2017), ‘Promoting Engagement With a Digital Health Intervention (HeLP-Diabetes) Using Email and Text Message Prompts: Mixed-Methods Study’. Much of the success of group interviewing can be attributed to the development of this open environment. Focus groups … Preparing for the Focus Group Discussion Be sure to make the location and time of the FGD are clear to all participants. To help us improve GOV.UK, we’d like to know more about your visit today. Where there is a desire to involve participants in discussion among thems… The vast majority of commercial qualitative research involves interviews. Focus groups are group interviews that give the researcher the ability to capture deeper information more economically than individual interviews. 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.
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