How to make a focus group?

Do you have doubts about how to conduct a focus group? The focus group is an effective qualitative method for collecting data, allowing the observation of the process of forming opinions in a social context. The interaction between the participants, mediated by a skilled moderator, generates valuable insights, but the interpretation of data requires attention to group dynamics and the formulation of questions.

Summary of the main ideas and opinions on the topic

The interaction between the participants generates new ideas, reveals consensuses and divergences, and provides insights into the languages used in the discussions. The moderator's role is crucial to facilitate these interactions and ensure a respectful and productive discussion environment. In this article, we will explore the dynamics of two focus groups, the best practices for their conduct, the challenges in interpreting the collected data, and the future implications of the methodology.

Concepts and definitions

Focus Group

A focus group is a qualitative research method that involves a guided discussion between a group of people on a specific topic. Com isso, various areas, such as marketing, public health and social sciences, use focus groups due to their ability to capture nuances in human opinions and behaviors (Hennink & Kaiser, 2022). Although it is important to remember that factors such as the composition of the group and the discussion environment (Carey & Smith, 2023).

Moderator

The moderator is the facilitator of the discussion, responsible for guiding the dialogue, encouraging participation and managing conflicts. The skill of the moderator is essential for the success of the focus group, as he or she must be able to create a safe and supportive environment, where all participants feel willing to share their opinions (Kruger et al., 2018). Additionally, the moderator must be attentive to group dynamics and be able to intervene when necessary to ensure that all voices are heard (Carey & Smith, 2023).

Group Dynamics

Group dynamics refers to the interaction between participants, which can influence opinions and the quality of two collated data. This interaction can lead to a group's tendency to agree, just as some members have different opinions, or it can suppress divergent opinions. Therefore, it is essential that the moderator pay attention to these dynamics and intervene when necessary (Hennink et al., 2019). The analysis of interactions in groups is crucial (Carey & Smith, 2023).

Important questions about or topic

1. What are the best practices for moderating a focus group?

• Preparation is essential. The moderator must develop a list of questions that stimulates discussion, but must also be prepared to explore emerging topics. Creating a comfortable and safe environment is crucial so that all participants feel willing to share their opinions (Hennink & Kaiser, 2022).

2. How to guarantee diversity of opinions in a focus group?

• The selection of two participants must include different perspectives and experiences. This can be achieved through selection criteria that consider variables such as age, gender, ethnicity and previous experience as the topic under discussion (Hennink et al., 2019).

3. What are the main challenges in interpreting two collated dice?

• The interpretation of two dice can be complex due to the subjectivity involved. Group dynamics can distort individual opinions, and analysis must be carried out in these interactions. Also, the formulation of poorly prepared questions can limit the depth of discussions (Schuster, 2023).

Doubts or frequent errors about a topic

• Confusing focused groups with individual interviews: Groups focus on interactive and collective, while interviews focus on individuals. This confusion may lead to further application of the methodology (Kruger et al., 2018).
• Underestimating the influence of group dynamics: Interaction can distort individual opinions, making the analysis more complex. Therefore, it is important that the moderator is aware of these dynamics and knows how to manage them (Carey & Smith, 2023).
• Failure to adequately prepare questions: Poorly formulated questions can limit the depth of the discussions. The moderator must prepare open questions that encourage reflection and exchange of ideas (Hennink & Kaiser, 2022).

Key topics to be developed

The importance of the role of the moderator

The moderator plays a crucial role in leading focused groups. You must be a skilled facilitator, capable of creating a safe and supportive environment, where all participants feel willing to share their opinions. Also, the moderator must be attentive to group dynamics and be able to intervene when necessary to ensure that all voices are heard (Kruger et al., 2018).

Strategies for formulating effective questions

Formulating questions is one of the most important stages in conducting a focus group. Open questions that encourage reflection and the exchange of ideas that are essential. The moderator should avoid questions that may lead to answers “yes” or “não”, because this limits the depth of the discussion. Also, it is important that the questions are clear and understandable for all participants (Hennink & Kaiser, 2022).

Methods for analyzing qualitative data obtained in focused groups

The analysis of qualitative data obtained in focus groups can be carried out through various approaches, such as Content Analysis and Thematic Analysis. Furthermore, these methodologies allow the identification of patterns, themes and meanings underlying the collected data. The chosen analysis method must be adapted to the research objective and the type of data collected (Hennink et al., 2019).

Historical context or current relevance of the topic

Focus groups emerged in the 1940s and gained popularity in the following decades, especially in market research and social sciences. Currently, they are widely used in various areas, including marketing, public health and policy development, due to their ability to capture nuances in human opinions and behaviors.

Future implications

As technology and data analysis tools advance, such as artificial intelligence, it is expected that the collection and analysis of data from focused groups will become more efficient and accurate, allowing for deeper and faster insights (Hennink & Kaiser, 2022). . This logo will allow researchers to extract deeper and faster insights, contributing to a richer understanding of social phenomena. Furthermore, the integration of new technologies can facilitate the conduct of virtual focused groups, expanding the reach of the diversity of participants (Schuster, 2023).

Instructions for conducting focused groups

• Preparation: Develop a question list that encourages discussion, but remains flexible to explore emerging topics. Preparation is essential for the success of the focus group (Hennink & Kaiser, 2022).
• Atmosphere: Create a comfortable and safe space so that all participants feel willing to share their opinions. A supportive environment can encourage active participation (Kruger et al., 2018).
• Recording: Use audio or video recordings to facilitate subsequent analysis and ensure that none of the important details are lost. This also allows the moderator to concentrate on the dynamics of the discussion, instead of worrying about noting everything (Hennink et al., 2019).

Conclusions

The groups focus on a valuable methodology for qualitative research, offering a rich and dynamic view of human opinions and behaviors. In this way, the interaction between participants can generate insights that would not be captured by traditional methods. However, the effectiveness of focus groups depends on the skill of the moderator and the careful preparation of the discussions. As the use of advanced technologies, the potential of two targeted groups to generate significant knowledge only tends to increase.

Content Analysis, as a fundamental technique in qualitative research, allows the interpretation and understanding of textual data in a systematic way. This approach, when applied together with focused groups, can further enrich the analysis, contributing to a more robust and meaningful knowledge. Therefore, by exploring the dynamics of two groups focused on content analysis, researchers can not only enrich their analyses, but also contribute significantly to the advancement of scientific knowledge.

References

• Carey, M.A., & Smith, M.W. (2023). Capturing the Group Effect in Focus Groups: A Special Concern in Analysis. International Journal of Qualitative Methods. https://doi.org/10.1177/104973239400400108
• Hennink, M., & Kaiser, B.N. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social Science & Medicine, 292, 114523. https://doi.org/10.1016/j.socscimed.2021.114523
• Hennink, MM, Kaiser, BN, & Weber, MB (2019). What Influences Saturation? Estimating Sample Sizes in Focus Group Research. International Journal of Qualitative Methods, 18, 1-10. https://doi.org/10.1177/1049732318821692
• Kruger, LJ, Rodgers, RF, Long, SJ, & Lowy, AS (2018). Individual interviews or focus groups? Interview format and women's self-disclosure. Qualitative Research in Psychology, 15(4), 1-19. https://doi.org/10.1080/13645579.2018.1518857
• Schuster, R. C. (2023). Individual interviews versus focus groups for evaluations of international development programs: Systematic testing of method performance to elicit sensitive information in a justice study in Haiti. Evaluation and Program Planning, 102208. https://doi.org/10.1016/j.evalprogplan.2022.102208.