Focus groups should provide • • • • • •
comfortable, safe surroundings (essential) refreshments (essential) monetary incentives (optional) transportation or childcare arrangements (optional) a skilled moderator (essential) a note taker (optional).
Sessions are tape recorded, and, ideally, a verbatim transcript is prepared for each session. The focus group begins with a clear explanation of • • • • •
what the purpose is of the focus group why participants’ views are important how participants were selected what a focus group is what the rules are of the process, including the key rule: what is said in this room stays in this room.
The moderator guides the process, keeps the group focused, and makes sure all participants have the opportunity to voice their views and that a few people do not dominate the conversations. The moderator asks a small number of questions, using a guide developed specifically for the session. All questions are open ended. The conversation progresses from easy, conversational questions to more serious questions. It ends with summary and wrap-up questions that allow for impressions to be corrected if necessary and any additional comments and ideas to be recorded. Evaluators are responsible for all aspects of the focus group, including • • • • • •
who should be in it how many sessions should be conducted where the sessions are conducted when the sessions are conducted what to ask participants how to analyze and present the data.
A typical focus group project requires six to eight weeks’ lead time. The length of time depends on logistical factors, the complexity or urgency of the project, the accessibility of decision makers, and the ease with which participants can be recruited.
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The Road to Results: Designing and Conducting Effective Development Evaluations