What is a Focus Group Discussion (FGD)?

Description:

Focus groups are small-group discussions that give in-depth information and views on a specific topic. It is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging

Member Selection:
Focus groups are generally made up of six to 10 people who do not know each other. Generally, three to five different groups should be held for each project, using people from different backgrounds each time. Choosing group members with similar backgrounds and opinions can help them share ideas more easily.

Question Techniques:
Questions should be open-ended, to allow group members good scope for discussion. The moderator should pose questions that move from the general to the specific. The group should start with introductory questions that address the general topic.

Organizing the meeting. Focus groups typically cover about five main questions (each with sub questions or probes) in the span of 90 minutes. It is often helpful to state that the group will run for two hours to prevent conflicts arising from late arrivers or topics warranting further exploration.

#Elements of focus groups.

Element Focus Groups

Format Group session

Size 8-12 per session; invite twice as many

Length 1.5 to 2 hours

No. of sessions Varies; should be more than 1

Participants 1. Selected; by invitation only 
2. Similar characteristics

Forms of data 1. Conversation, including tone of voice

2. Silences (words and issues)

3. Body language

Data collection 1. Audiotape

2. Transcribe

Moderator 1. Flexible yet focused

2. Uses interview guide; modify based on early sessions

Formats for 1. Selected quotations

reporting                 2. Analysis of repeated themes

Duties of the moderator:

• Guide the discussion
• Follow the agenda
• Remind participants there are no right or wrong answers
• Avoid aggressive or personal attacks among the participants
• Ensure everyone participates and no one dominates