Focus Groups

Challenge Consulting regularly conducts interactive focus groups for clients. These sessions explore a wide range of topics through facilitated, one-hour discussions. Our objective is to ensure our clients are fully prepared and informed to meet the challenges of today's demanding "people management" function.

Previous Focus Group topics have included:

• Shared Recruitment Experiences
• The Performance Appraisal
• The Link between Performance Management and Salary Review
• How to Equip Your People to Manage Performance

After the discussion, each participant is provided with a comprehensive set of discussion notes.

What are focus groups?

Qualitative data derived from focus groups are extremely valuable when vivid and rich descriptions are needed. In fact, focus groups are an increasingly popular way to learn about opinions and attitudes.

Focus groups are not polls but in-depth, qualitative interviews with a small number of carefully selected people brought together to discuss a host of topics.

Who uses focus groups?

• A political candidate might consider holding separate focus groups with both men and women or younger and older voters.
• A company testing a new product might conduct focus groups in different geographical regions.
• Organisational researchers use focus groups to learn how employees and managers feel about the issues confronting them in the workplace.
• Organisational decision makers might find it useful to have separate focus groups for those who favour and those whop oppose a particular issue.

How are people in focus groups selected?

The composition of a focus group is usually based on the homogeneity or similarity of the group members. Bringing people with common interests or experiences together makes it easier for them to carry on a productive discussion.

Who conducts focus groups?

Generally, focus groups are conducted by trained "moderators" who are skilled in maintaining good group dynamics. Depending on the purpose of the focus group, the moderator may also be an expert in a given topic area. The moderator's job is to keep the group "focused". He or she has the goal of helping the group generate a lively discussion of the topic at hand.

What types of questions should be asked in a focus group?

Questions should be open-ended so that there are many possible replies. Short-answer questions, such as those that can be answered "yes" or "no" should be avoided. It is also important to avoid leading questions that suggest the opinions the moderator hopes to receive.

We will work with you to develop questions that are:

• clearly formulated and easily understood
• neutral so that the formulation does not influence the answer
• carefully sequences with easier, general questions preceding more difficult ones
• ordered so that less intimate topics precede the more personal questions.

Ideally, the moderator places the question (or issue or topic) before the group. They then discuss it among themselves - talking to each other, asking each other questions about what they hear, and generally reacting to each other. It is a totally different dynamic from an interview.

What is the ideal size for a focus group?

The ideal size for a focus group is generally between six and twelve people. This size group encourages participants to contribute their ideas.

Advantages of focus groups

• A wide range of information can be gathered in a relatively short time span.
• The moderator can explore related but unanticipated topics as they arise in the discussion.
• Focus groups do not require complex sampling techniques.

Please contact us in strictest confidence to discuss your Focus Group project.

We will tailor a solution to meet your needs and your budget.