MARKET RESEARCH
Tips for observing focus groups effectively: make the most of the view from behind the mirror
More and more government departments and agencies recognize the value of conducting focus groups with key stakeholders as a way to better understand their needs and expectations, and as a way to evaluate the extent to which they are meeting those. Focus groups are a proven way to start a planning process by tapping into the insights and opinions of stakeholders. They are also a great way to test everything from posters and brochures to web sites, social media campaigns and program design.
The key to making the most of your focus group investment is to observe the group in person and focus on the words spoken and body language. When listening to words, pay attention to those participants who go beyond merely repeating the words of the moderator or the words of another participant. Participants who use their own words and expressions are thinking about the question more fully and are likely to deliver more insight.
The real insight often comes when people ask questions, challenge one another or echo the sentiments of other participants. This is when focus groups shift from people answering questions to people engaging in real dialogue on a topic. Pay attention also to the tone of voice. Are participants confident, emotional, doubtful, or do they sound like they are merely speaking because it’s their turn? Listen also for the way participants speak to one another, rather than just focusing on their direct responses to the moderator’s questions.
Participants also “say” a lot with their body language in focus groups – something you will miss if you only read transcripts. Are people leaning in towards the table or leaning back and pushing their chair away (a sign they are not fully engaged with the topic and the other participants)? Are people paying attention to one another’s comments or staring into space? This, again, will give you a sense of their commitment to the group. Also, watch how the people who are not talking react physically to the comments of other participants. Often, they won’t shout out their objection to an idea but their folded arms and shaking head will say it all.
Another important tip for observing focus groups is to listen with an open mind. This is especially important when the groups are being used to test or evaluate materials. You need to get beyond your attachment to the poster, website or program design and listen equally to those who like what they see and those who do not. Be careful not to dismiss what people say simply because you don’t agree. Every participant will have real insight to offer you if you pay close attention and listen with the intent of understanding what they say, rather than critiquing it.
Finally, our memories are short so be sure to meet after each group with the other people observing and perhaps the moderator to quickly share observations, note the key lessons from the group and any additional questions you might like to ask subsequent groups.
Bernard Gauthier is the CEO of Delta Media, a sessional lecturer at Carleton University and regular commentator about communications topics in the Canadian media.
bernard@deltamedia.ca
