Assessing Community Needs and Resources:
Conducting Focus Groups
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WHAT IS A FOCUS GROUP?
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HOW ARE FOCUS GROUPS DIFFERENT FROM REGULAR "GROUPS"?
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WHY ARE FOCUS GROUPS USED?
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WHEN SHOULD YOU USE A FOCUS GROUP?
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HOW DO YOU RUN A FOCUS GROUP?
WHAT IS A FOCUS GROUP?
A focus group is a small-group discussion guided by a trained leader. It is used to learn about opinions on a designated topic, and to guide future action.
Examples:
- A focus group of parents of preschoolers meets to discuss child care needs. Parents share their views on local child care programs, and on what could be done to improve them.
- A focus group of senior citizens meets at the new senior center. What do they think of the programs being offered? What are their own suggestions and ideas?
- An agency wants to open a group home for developmentally disabled adults in a quiet residential area. It convenes a group of prospective neighbors. What are their concerns? Can this work?
HOW ARE FOCUS GROUPS DIFFERENT FROM REGULAR "GROUPS"?
A focus group is different in three basic ways:
- The main difference is the group has a specific, focused discussion topic.
- The group has a trained leader, or facilitator.
- The group's composition and the group discussion are carefully planned to create a nonthreatening environment in which people are free to talk openly. Members are actively encouraged to express their opinions.
Because focus groups are structured and directed, but also expressive, they can yield a lot of information in a relatively short time.
WHY ARE FOCUS GROUPS USED?
Focus groups help people learn more about group or community opinions and needs. In this respect, they are similar to needs assessment surveys.
But needs assessment surveys typically have written, closed-ended, relatively narrow questions which are quantitatively scored. The person being surveyed often responds with a numerical rating, rather than with a verbal statement. Such surveys can be very useful; but they usually can't capture all that a person is thinking or feeling.
Responses in a focus group, on the other hand, are typically spoken, open-ended, relatively broad, and qualitative. They have more depth, nuance, and variety. Nonverbal communications and group interactions can also be observed. Focus groups can therefore get closer to what people are really thinking and feeling, even though their responses may be harder -- or impossible -- to score on a scale.
Which is better? Both of these methods are useful. And both can be used together, to complement each other. Which should you use in a specific situation? That depends upon your own needs and purposes, and the resources available to you.
WHEN SHOULD YOU USE A FOCUS GROUP?
- When you are considering the introduction of a new program or service.
- When you want to ask questions that can't easily be asked or answered on a written survey.
- When you want to supplement the knowledge you can gain from written surveys.
- When you know, or can find someone, who is an experienced and skilled group leader.
- When you have the time, knowledge, and resources to recruit a willing group of focus group participants.
Try this exercise:
Here are several situations when you might want to know more about community opinions before taking action. How useful would a focus group be in each case?
- A new strain of flu is going around. Half the town seems to be catching it. What should be done about it?
- A wave of break-ins has hit a nearby neighborhood. How can this be stopped?
- A new playground is being planned. What features should go into it?
Our viewpoints:
- Controlling the flu is not a matter of citizen opinion, but rather of medical facts, and of public health prevention and treatment. A focus group is probably not helpful here.
- Increased police presence may help; but a structured discussion among neighbors might hit upon other useful solutions. A focus group could be quite worthwhile.
- Citizen input is definitely called for here. A focus group could be an ideal way for finding it out.
A focus group is not for every social situation. But it can be useful in many situations where action should be guided by public opinion.
THE PROS AND CONS OF GROUPS
Should you collect your opinions from groups, or from individuals? The focus groups are, of course, groups. Most surveys, though, cover one person at a time.
One advantage of focus groups is depth and complexity of response, as mentioned before. And group members can often stimulate new thoughts for each other, which might not have otherwise occurred.
But there are some downsides, too.
For example, focus groups usually take more time per respondent than individual surveys -- because the group has to be recruited, and because the group itself takes time. Some group members might feel hesitant about speaking openly. And the focus group leader may sometimes need to be paid.
Of course, it's also possible to combine the advantages of both methods, and interview one person at a time in depth. But this can be time-consuming, and take more resources than you have on hand.
Consider your own situation. How do these factors trade off? What is the best solution for you?
HOW DO YOU RUN A FOCUS GROUP?
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