Focus Group Discussion

Gathering individuals with similar backgrounds or experiences to have an in-depth conversation about a particular subject is the goal of a focus group discussion. You might think of it as a kind of qualitative research, in which you inquire about people’s thoughts and opinions. 

Participants in a focus group discussion (FGD) are encouraged to engage in conversation with other group members, unlike in other research methodologies. In most cases, the organiser of the FGD interviews a small group of 8 to 12 persons in this manner. A moderator or interviewer discusses various subjects of interest in a non-linear fashion.

What are the Features of Focus Group Discussions?

Below are the features of focus group discussions (FGDs).

• It involves an organised conversation with a group of people to learn about their ideas and experiences on a particular subject matter.
• An FGD is suitable for collecting several viewpoints on the same subject.
• This method makes it possible to get insights into people’s common knowledge of daily life and how individuals are affected when they are in groups.
• Group leadership and interpersonal skills are critical to the success of a moderator.

Focus Group Discussion Examples

Examples of focus group discussions include:

1. A group of parents at a preschooler meeting
2. A general survey by a  political party

Advantages of FGDs

• Discussions that are open and free generate fresh ideas that may be quite helpful in making decisions.
• Focus groups are dynamic. The moderator may adjust the group conversation to make it easier for everyone to participate. With this dynamic, a focus group’s findings are more accurate.
• Gestures and energising activities may help researchers get new insights into their subjects.

Disadvantages of Focus Group Discussions

• They are more expensive because the organiser has to compensate the participants.
• Participants feel like they are under supervision, so they do not put their honest opinion in front.
• The moderator may be disappointed because the results may be biassed.

What are the Skills Required to Conduct FGDs?

Like any research/study methodologies, focus group discussions need significant abilities, competencies, and knowledge. The researcher must be flexible and devoid of bias and preconceptions.

A thorough comprehension of the subject, issue, or topic to be studied requires both theoretical knowledge and actual practice.

Proficiency in the language in which conversations will take place: focus group discussions cannot be conducted with the help of an interpreter or a third person, regardless of their abilities.

Facilitating and conducting a focus group interview requires extensive group process expertise. It is critical to understand how to handle the interview so that one or two persons do not dominate it. The moderator must ensure an environment where those who are not very communicative can also express their opinions.

The interviewer must have training or experience in leading group discussions. This skill is critical because an inexperienced moderator might unintentionally stifle the free flow of conversation and draw unreasonable conclusions and results.

What are the Dos Regarding Focus Group Discussions?

Here is what FGDs demand from the organiser.

• Be the innocent listener or observer, and dress in clothing that matches what others are wearing.
• Act as though you are a participant, and you will receive equal treatment.
• Look innocent, as if you didn’t know anything, even if you do.
• Make a list of all the questions you want to ask. You just have to make the focus group start. Once you have got it going, it should nearly run itself.
• Begin by asking an open-ended question.
• The first question should be generic to get people warmed up, such as what participants think about the issue.
• If you hear about something you have never heard of before, ask the individual to tell you more about it.
• If someone offers you a “general motherhood” response, ask them to give you an example.
• When someone has a viewpoint, ask others in the group if they agree.
• Explain at the outset that you will be confidential, that you have invited them to be personal, and what will happen to the information they provide you. If there will be a report, describe who will get it and how the receiver will utilise it.
• To pique everyone’s interest, go around the room and ask each individual to answer your first question.
• Keep complimenting and thanking individuals for their contributions.
• Make them feel as though their contribution is valued and appreciated.
• Be empathetic to the difficulties individuals present, even if you believe some are exploiting the focus group to vent.
• Ask questions to a particular person regularly to pull them in.
• Feel free to rearrange the order of the questions if someone brings up anything that pertains to a later topic.

What are the Don’ts Regarding Focus Group Discussions?

An organiser should not do the following things during FGDs:

• Do not ask leading questions, i.e., those that may imply you are seeking a specific response.
• Do not ask “yes” or “no” questions since they do not invite conversation. But, if you mistakenly do, you may follow up with “why”.
• Do not ask double-barreled inquiries. People cannot answer two questions at the same time.
• Do not tell someone they are incorrect. Do not correct them.
• Do not voice any opinions.
• Generally, avoid shutting people down. Accept their contribution, whatever it may be.
• If someone seems very timid, do not pressurise them to talk.
• Do not be ashamed if you do not comprehend anything. Go ahead and ask for an explanation. Your goal is to explain the unknown, the vague, and the ambiguous.
• Never talk about the focus groups after the research.

Conclusion

Thus, the focus group discussion provides a qualitative research approach primarily used in the social sciences. 

It finds applications in several domains, such as management, marketing, decision-making, and information systems. Its general qualities stand out: group homogeneity, session sequencing, qualitative data collection, and subject emphasis. 

This research approach may be used alone or with other strategies to enhance a study design.