Focus Group Discussion (FGD)
“Focus Group Discussions (FGD) are a qualitative approach to gain an in-depth understanding of social issues from a group of people.” The method aims to obtain data from a purposely selected group of individuals rather than from a statistically representative sample of a broader population.
Focus groups offer a high degree of flexibility and adaptability, allowing researchers to tailor the discussion to address specific research objectives or adapt to emerging themes and ideas. The open-ended nature of focus group discussions enables researchers to explore unanticipated topics. Focus groups also encourage better group discussions and increase interaction. It is purely a qualitative approach for data collection.
A group of people who have sufficient knowledge or information is approached, and the researcher makes decisions on the selected issues and phenomenon. Sometimes, the researcher paid some amount to a trained moderator. For this purpose, locations must be secured, and the researcher should show great reverence to the participants as they are usually well-informed or highly qualified in the relevant field. Talk shows on TV are the best examples of FGD.
Types of Groups in FGD
Natural Groups
It is consisted of multiple participants who belonged to a pre-existing formal or informal group, (e.g., family or kin, co-workers, elderly group, women’s self-help group, neighborhood, teachers) prior to the study. Conducting a focus group discussion with a natural group may reveal discrepancies and similarities between what people say and how they act, as well as how other participants react and comment in response.
Expert Groups
It is made up of individuals who possess extensive expertise and experience in the research field. These groups, such as nurses from health district centers, drugstore vendors, or ambulance drivers, are usually smaller than typical focus group discussions. They are designed to gather a significant amount of highly specific information, although the statements from participants may differ.
Advantages of FGD
Provision of a Diverse Set of Responses
Focus groups offer a valuable method for assessing respondents’ reactions to new ideas. Participants can offer immediate suggestions that may enhance the ideas being presented through this platform. This method also assists in identifying issues and finding ways to make improvements, which means researchers can gain valuable insight into current social problems.
Confirm Insights Obtained from Other Methodologies
Qualitative research methods have the potential to generate a substantial amount of data regarding a particular concept. For some investigators, the information may come across as impersonal or lacking authenticity, which can be a concern. If the findings from previous efforts seem questionable, then a focus group can either confirm or deny the insights that researchers obtained through the use of other methodologies.
Once the responses get cataloged after a focus group session, then the researchers can continue their pursuit of a concept or make the necessary adjustments to address the main points brought up in the conversation.
Cost-effective Way to Get Information
Some focus groups can even happen online because of the web conferencing software that exists today. This advantage enables researchers to look at more sample size, hold more conversations, and evaluate crucial factors without having restrictions placed on them as they would have in other qualitative methods.
Provide time-saving Opportunities
A focus group provides a condensed structure that makes it much easier to solicit a high number of opinions or feedback. The design allows moderators to cover multiple aspects of a concept without going through the time-intensive process of conducting an individualized interviews multiple times to gather information.
Enhance Knowledge of Group Members
Focus groups provide a unique way to develop information because the answers of each individual typically build on top of one another. Each person can provide their perspective or opinion, and then the experiences of the others in the room can work to expand or contradict the initial concept shared. It allows everyone to consider answers that they normally wouldn’t have thought about by themselves.
Provides Anonymity for many of the Participants
When individuals join a focus group, they provide their personal information, including their names. However, participants are assured a certain level of anonymity during their discussions. It is common for individuals in the room to be unfamiliar with one another, which fosters open and sincere discussions about challenging subjects. When moderators can receive a multitude of open responses about their concept, then it is easier for them to address any cultural, social, or economic issues that might develop around an idea.
Affordable Way to Conduct Research
Focus groups can be costly if you’re conducting research across a variety of communities and demographics. If investigators want to receive some specific data points about the direction of their work, then this qualitative approach can be an affordable and effective way to receive real-time feedback. When someone needs to gather critical information from the largest possible group in the shortest amount of time, then this option tends to be a money saver.
Provides Richer Amount of Data
Surveys and questionnaires provide researchers with valuable data to assess a particular concept. Focus groups provide a platform for participants to engage in brainstorming sessions and generate fresh ideas and approaches. This process results in more comprehensive feedback as it takes into account the complex nature of behavior and thoughts from the participants.
Process of Focus Group Discussion
In order for a focus group to be most impactful, it’s important to follow a defined process. One way to approach focus groups is with the following six-step process:
Step 1 – Define the Purpose
- Clarify the purpose of the focus group.
- Define the expected outcomes.
- Verify that focus groups are the best way to gauge employee perceptions.
Step 2 –Select the Participants
- Select participants based on who will be most impacted by the change.
- Select no less than four people but not more than 12 people. The ideal group size is 6-8 per focus group.
- Invite participants with a positive message and inform them of the benefits of participating.
- Select a focus group leader who is outside of the organization so employees aren’t fearful of backlash.
Step 3 –Manage the Group Environment
- Select a meeting location appropriate for discussion to avoid outside interruptions.
- Develop and produce the required materials for the meeting, including training pamphlets, project one-pager, etc.
- Assign a note-taker for the focus group.
Step 4 – Develop the Questions
- Determine the number of questions necessary to fill the duration of the meeting.
- Develop deep-dive questions focused on the why, how, and what.
- Ensure the questions are open-ended and do not lead participants to certain answers.
- Design a session agenda.
Step 5 – Conduct the Discussion Session
- Clearly state the scope, purpose, and desired outcome of the focus group.
- Emphasize that anonymity will be paramount when sharing results with executives.
- Focus the discussion on the key topics.
- Utilize the deep-dive questions to probe into the main points.
- Listen for comments that are vague and seek clarification.
Step 6 – Results Analysis
- Review the minutes and reach a consensus on the top priorities.
- Identify patterns in responses and general themes.
- Identify reasons for disagreement and agreement.
- Develop a summary report of the key findings to share with executives.
