A focus group is a qualitative research method often employed in social science research to gather insights, opinions, and information from a small group of people about a particular topic. Focus groups are commonly used in market research, product development, and social science research to understand consumer behavior, evaluate new ideas, or test specific concepts. In contrast to a survey, focus groups are a more targeted approach that allows the researcher to tease out specific and in-depth insights, experiences, feelings, or opinions (the “how” and “why”) that are often not asked, or asked well, in surveys in a more flexible and less standardized manner. While data from focus groups are often hard to generalize, focus groups are a valuable tool for gaining insight into a variety of topics.

Conducting a successful focus group requires time, careful planning, and execution. Here are some guidelines you can use to ensure that your focus group is a productive and insightful experience for all involved:

  • Define what you want to achieve through the focus group. This could include gaining insights into student needs, testing a new program, or exploring opinions on a particular topic.
  • Select participants who are representative of your target audience. Consider offering incentives such as food to encourage participation.
  • Prepare a list of questions that will guide the conversation during the focus group. The questions should be open-ended and encourage discussion among participants. Be willing to follow important lines of discussion and recognize when you need to bring the discussion back on topic.
  • Choose a facilitator who has experience running focus groups or is familiar with the topic and can ensure that everyone has an opportunity to share their opinions. 
  • Select a neutral location and conduct the focus group in a comfortable setting. Make sure the location is convenient for participants to attend. If the sessions are held online, make sure the proper technology is in place for smooth interactions to take place.
  • Start the meeting by introducing the facilitator and providing a brief overview of the purpose of the focus group. Encourage open discussion among participants and ensure that everyone has an opportunity to share their opinions. Avoid leading questions or expressing your own opinions.
  • Record the conversation, either through note-taking or recording devices. Transcribe the conversation and analyze the data by looking for patterns and themes in the responses to identify insights that can be used to inform decision-making.
  • Share the findings of the focus group with stakeholders and decision-makers. Provide a summary of the key insights and recommendations for action.
  • Consider conducting additional focus groups or follow-up interviews to gather more information or validate findings.

n.b., IRA is available to consult with Carleton faculty, staff, or students in the early stages of focus group development (e.g., ask questions to help in developing objectives, and  creating the discussion guide, advise on best practices). The IRA staff does not presently have the capacity to lead or coordinate the focus group process.  Individuals conducting these groups will need to handle recruiting participants and facilitators; coordinating, conducting, and facilitating the focus group; analyzing the data; and reporting the results. Some additional resources to assist in this process are shared below.

Additional Focus Group Resources