ACADEMY OF JOURNALISM

AND COMMUNICATION

UNDERSTANDING CONSUMER CULTURE

FOCUS GROUP

PhD. Nguyen Thi Mai Anh

KEY CONTENTS
1. Focus group
2. When to use a focus group
3. Advantages and disadvantages
4. Steps to conduct focus group
5. Moderator
6. Questions used in in-depth interviews

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 FOCUS GROUP

WHAT IS FOCUS GROUP

▪ A form of qualitative research in which a group

of people are asked about their perceptions,
opinions, beliefs, and attitudes towards a
specific topic of interest
▪ A research technique used to collect data
through group interaction.
▪ Example: Assessing factors affecting consumer
online buying
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PICTURE OF FOCUS GROUP

PICTURE OF FOCUS GROUP

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FOCUS GROUP CHRACTERISTIC

▪ Focus groups are planned small group

discussion (8-12 people)
▪ They are highly participatory and can be used
to obtained diverse ideas and perceptions
about the interest topic
▪ Different experience, ideas and views often
emerge

TYPE OF FOCUS GROUP

▪ Single focus group
▪ Is classical type of focus group where all respondets are placed
in one group to interactively discuss the topic
▪ Two-way focus groups
▪ This involves using two groups. One group actively discusses
the topic and the other observes the first group and then
discusses their interactions
▪ Dual moderator focus group
▪ The moderators work together with one moderator asking the
questions and leading the session and the other moderator
ensuring that all questions are asked and any new evolutions
are discussed further

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TYPES OF FOCUS GROUPS
▪ Dueling moderator focus groups
▪ The two moderators purposefully take opposing
sides on an issues or topic to fuel discussion
▪ Respondent moderator focus group
▪ One of the respondents will temporarily act the
moderator which changes the dynamics of the group
▪ Mini focus groups
▪ This format uses smaller groups of only 4-5
participants

WHEN TO USE FOCUS GROUP

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WHEN TO USE FOCUS GROUP

▪ To find solutions to a problem

▪ To deepen understanding of quantitative data
▪ To investigate group attitudes and beliefs
▪ To explore differences and commonalities
▪ Investigate complex ideas and behavior
▪ Generate ideas at the exploratory stage

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ADVANTAGES – DISAVANTAGES
BENEFITS AND LIMITATIONS

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ADVANTAGES

▪ Wider range of information

▪ Snowballing – one person’s comments trigger a
response from another person
▪ Many ideas (may arise out of the blue
▪ Use of highly trained interviewer –
specialization
▪ Flexibility in the topic covers

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DISAVANTAGES

▪ Misuse
▪ Misjudge
▪ Difficult to code, analyze, and interpret
▪ Not representqative of general population
▪ Personal opinions may distor the result
▪ Restricting
▪ Dominant point of vew

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BENEFITS - LIMITATIONS

▪ Relatively low cost ▪ Less control

and efficient ▪ Subjective
▪ Fast ▪ Not easily
▪ Flexible replicated
▪ Not representative
▪ Need skilled
moderator

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PROCESS FOR CONDUCTING

FOCUS GROUP

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STEPS FOR CONDUCTING FOCUS GROUP
Phase 1: Planning Conducting Analyzing and
reportingresults
1. Identify the purpose/ Organize - Analyze discussion
Information needed sessions and - Write report
2. Define your target carry out - Plan or
audience research recommend any
3. Develop 5-6 broad, open- necessary follow
ended questions up
4. Recruit (confirm)
participants
5. Location, time, potential
incentives
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INDENTIFY PURPOSE/INFORMATION NEEDED

▪ Why you need to organize the focus group

▪ What info you need and from whom
▪ List down the main needed information

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DEFINE THE TARGET AUDIENCE
▪ Who should be the target audience
▪ Clients
▪ Working group members
▪ Community members/residents
▪ Organizational staff
▪ Stakeholders
▪ Funder
▪ Mix
▪ Demographic: gender, age range, ethnicity, …

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DEVELOP 5-6 BROAD, OPEN-ENDED QUESTION

▪ The purpose of a focus group is to stimulate

rich conversation – it is important to ensure
engagement questions for focus groups are
open-ended, with no particular answer implied
▪ Always ask yourself what problem or need will
be addressed by the info gathered
▪ Find out if a new service or idea will work,
understand how a program is working/failing…
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EXAMPLES
▪ What things about your program at….
▪ school make you confident about graduating on time?
▪ …school make you worried about graduating on time
▪ Confident about going on to Uni
▪ Worried about going on to Uni
▪ How could…school make it easier for you to graduate
and feel prepared for Uni
▪ What do your parents know about what you need to
graduate and be prepared for Uni

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PARTICIPANT – WHAT TO CONSIDER

▪ Population
▪ How many groups?
▪ How many are in a group?
▪ Composition of group
▪ Selection process
▪ Depend on study, resources. Design
▪ Neutrality
▪ Incentivise or not
▪ Legal ethical consideration

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RECRUIT PARTICIPANTS
▪ Size 8-12 people
▪ Can be a smaller size
▪ Select member who are likely to be participatory
and reflective
▪ Call, email, Facebook, text…potential participants
to invite them
▪ Send a follow up invitation
▪ Proposed agenda, session time and list of
questions
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LOGISTIC, LOCATION, TIME, INCENTIVES

▪ Location: consider travel issues, comfort,

lightning…
▪ Seating: Configure chairs so that all members
can see each other. Name tags
▪ Time: 60-90 minutes
▪ Refreshment: beverage, snack, lunch?
▪ Incentives: gifts…

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NOTES…

▪ Who will be notetaker…

▪ Plan to provide a copy f the report
▪ In the days before, remin each person to attend

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AGENDA

▪ Welcome
▪ Review of agenda
▪ Review the goal
▪ Ground rules
▪ Introduction
▪ QA
▪ Wrap up

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GROUND RULES

▪ Everyone speaks at least once

▪ Respect other viewpoints and experience
▪ Phone
▪ …

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CONDUCT THE FOCUS GROUP

Phase Action
1. Opening Ice-breaker, explain purpose, ground rules,
introductions
2. Warm-up Related experience, stimulate group interaction,
start with least threatening and simplest questions
3. Main body Move to more threatening or sensitive and
complex questions; elicit deep response; connect
emergent data to complex, broad participation
4. Closure End with closure-type questions, summarize and
refine..; invite final comments or insights, thank
participants
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 MODERATOR

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MODERATOR

▪ Professional who facilitates and oversees focus

group
▪ They are responsible for asking focus group
participants how they feel, and think about a
the topic
▪ The moderator plays a crucial role in
maintaining a productive and focused
environment during the group discussion.
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MODERATOR: WHAT THEY DO
▪ Facilitate
▪ Observe Empathy and
▪ Encourage positive regard are
▪ Challenge critical qualities of
▪ Direct/guide/explore the moderator
▪ Listen
▪ Time-keeping
▪ Objective
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MODERATOR NEED…

▪ It is necessary to have a clear understanding of the

discussion guidelines and the objectives of the discussion.
▪ Read carefully to ensure a thorough understanding of the
discussion guidelines.
▪ Familiarize yourself with the interviewees as soon as possible.
▪ Inform interviewees about the purpose of the interview, their
roles, and the rules of participation.
▪ Create the most intimate and comfortable environment
possible.
▪ Control the discussion to ensure the achievement of goals and
effective time management.

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MODERATOR
▪ Listen carefully to all the ideas that the respondents
provide – Demonstrate enthusiasm as the facilitator
when discussing.
▪ However, it's essential to maintain a naturally neutral
attitude.
▪ Avoid leading or prompting respondents in any
situation.
▪ Summarize and provide feedback before moving on to
new content.
▪ Steer clear of traps, refrain from injecting personal
opinions.
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OTHER THINGS TO CONSIDER

▪ The respondents didn't show up on time.
▪ Discovered that the selected respondents are not suitable.
▪ Respondents are uncooperative or lack collaboration skills.
▪ Some respondents are overly dominant and tend to
monopolize the discussion.
▪ Excessive arguments.
▪ The moderator doesn't understand the respondents.
▪ Passive respondents, responding without interaction.
▪ Respondents want or intentionally discuss a different issue.
▪ Some respondents are overly professional.

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 QUESTIONS IN
FOCUS GROUP

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OPEN ENDED QUESTIONS

▪ Open-ended questions – questions without possible
answers – No predetermined set of response
▪ Opportunity to express opinions in a free-flowing
manner.
▪ Get true, insightful and even unexpected suggestions
▪ Types of open-ended questions
▪ Completely unstructured
▪ Word association
▪ Thematic apperception test
▪ Scentence, story or picture completion

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TYPES OF OPEN-ENDED QUESTIONS

Exploratory Questions
Probing Questions
- Could you elaborate on...“
- “Can you share your thoughts on...“ - To delve deeper into a respondent's
- To gather broad, comprehensive insights initial response and uncover
on a particular topic. additional details.

Opinion-Based Questions Reflective Questions

- "What is your perspective on...“ - How do you feel about...“

- To gather subjective opinions and - To encourage individuals to express
viewpoints. their emotions and reflections.

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TYPES OF OPEN-ENDED QUESTIONS

Scenario-Based Questions Comparison Questions

- "What would you do if...“
- "How does this compare to...“
- To explore hypothetical situations
- To encourage respondents to draw
and understand a person's decision-
comparisons between different
making process.
experiences or concepts.

Tell Me About Questions What-If Questions

- "Can you tell me about a time - "What if we were to change...“

when...“ - To explore potential scenarios and
- To prompt detailed storytelling and gauge reactions to hypothetical
provide context to a situation. changes.

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TYPES OF OPEN-ENDED QUESTIONS

Feeling-Based Questions Complex Questions

- "How do you feel when...“
- "In what ways do you think...“
- To elicit emotional responses and
- To encourage respondents to think
understand the emotional impact of
critically and provide detailed,
a situation.
multifaceted responses.

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COMMON INTERVIEW QUESTIONS

▪ The factual question before the opinion questions
▪ What courses do you study in the program?
▪ What do you think about these courses
▪ Use probes
▪ Would you give me an example?
▪ Can you elaborate on that idea?
▪ Would you explain that further?
▪ I am not sure I understand what you’re saying
▪ Is there anything else?
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EXERCISE

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