Focus groups help you hear from several people at once about a specific topic. They allow you to explore how changes to services may affect individuals and communities, especially those with lived experience, and help shape improvements that are responsive to real needs.

How to do it

Step by step process:

Focus groups can be used early in change or improvement processes to shape priorities, or later to test proposed changes.

1. Define the purpose by setting clear objectives for bringing people together, such as generating new ideas,
   or gathering insights into participant experiences.
2. Recruit a diverse group of participants by identifying who should be involved and inviting them to participate.
   Provide plenty of notice, background information and a clear explanation of the group’s purpose.
3. Prepare briefing materials, key questions and discussion points.
4. Facilitate the conversation, recording responses in participants' own words.
5. Build in evaluation by asking questions like “What worked well?” and “What could have made the session better?”
6. Summarise the feedback at the end of the session to validate the comments with the group.
7. Identify key themes following the session and define next steps.
8. Communicate outcomes and next steps to participants to close the feedback loop.

Tips

• Ensure the venue is accessible for all participants.
• Ensure a comfortable and neutral setting.
• Focus groups can be held during the day or in the evening.
• Build in time for open discussions, questions and answers and evaluation.
• Discussion may be emotional for attendees, consider what support you need in terms of providing an additional facilitator for emotional support during the session, or signposting to wellbeing resources that can be used following the session.
• Consider dietary requirements and allergies if providing refreshments or catering.
• Consider if a translator (in-person) or transcription (online) might be beneficial or needed.

Advantages

• An opportunity to hear rich stories, personal experiences and insights.
• Encourages interaction amongst participants, which can lead to deeper discussion and shared understanding.
• Attendees have the chance to connect with others who share similar experiences or knowledge.

Disadvantages

• The stakeholders identified may not represent the diversity of the wider public.
• Dominant voices may influence the discussion, and quieter attendees may not feel comfortable to share their views.
• These can lead to biased insights and the qualitative data gathered may misrepresent the group.

May be used alongside

• Emotional Touchpoint Cards
• Graphic Facilitation
• Talking Mats

More information

Focus Group – Participedia