FOCUS GROUPS - University of California, Berkeley焦点小组-加利福尼亚大学，伯克利.pptVIP

FOCUS GROUPS What are they NOT group interviews Focused discussions, small group, physically co-present Used a lot in market research what are they most useful for in-depth understanding – WHY Speculation (what you would like?) reaction to proposals, ideas, prototypes group synergy caveats conceptual/retrospective not actual/activity only what they can and will articulate may be the response in the moment – which may change over time strong personalities are a hazard groupthink participants Number: 5 to 9 Qualities of participants Outspoken enough Homogeneous group, but heterogeneous views Beware of power relations For multiple types of participants need multiple groups Recruitment Paid; ‘professional’ As you would recruit other subjects logistics 1- to 1 1/2 hours round table, chairs in circle comfortable room, good sightlines, acoustics Food and drink with care – they have to be able to talk! guiding the discussion know your objectives don’t try to do too much – 2-4 major topics is probably all have an outline of how you want to proceed be ready to be flexible if need be – or to reign in the discussion Stick to the time limit moderator’s role encourage discussion encourage them to talk with one another not you bring in people who aren’t speaking Bring out a variety of viewpoints keep on discussion track w/o stifling allow silence avoid premature closure Moderator, cont. Ensure safety Listen and regroup as needed Do NOT act as a leader Preferably not connected with the topic However, for some topics, really need someone who understands topic, terminology Use 2 people if possible – one to guide, one to take notes Introducing the process introduce purpose, sponsorship if applicable Lay out guidelines, e.g. time Be clear on the topic(s) of discussion make introductions Specify that you are interested in thoughts not decisions Recording videotaping audiotaping note-taker Has to be someone other than moderator Reporting fast synthesis of important issues Key quo