There are different ways to conduct focus groups, which are chosen based on the situation or according to a pre-planned moderation scenario:
Balancing participation. The moderator independently determines the order in which participants are given the floor – in turn, by list, by raised hands, etc.
Redirection. In this case, the moderator's participation is purely symbolic, since the discussion is between respondents. He can intervene only when a heated argument begins or the discussion is already ending.
Quoting. The moderator introduces significant points of the topic that respondents suggested themselves in order to clarify or expand the answer.
"Playing off" participants. In this case, the moderator deliberately compares the respondents' opposing opinions.
Artificial conflict. Participants are botim database asked to simulate a dispute, certain roles are assigned, arguments for and against a particular position are given, and the moderator also monitors the participants' reactions.
Probing. A detailed discussion of the topic.
Popular Focus Group Techniques
Rating: Respondents are offered a list of elements for subsequent evaluation according to some criterion.
Sorting. Group members may be asked to sort cards into piles based on similarity or difference. For example, these could be sheets of paper with names of different products, brands, or pictures written on them.
Role play. Here respondents are tasked with finding a solution to a specific commercial problem, and they must consider all possible options for overcoming obstacles.
"Continue what was said." The moderator gives each group member a list of unfinished sentences on a specific topic that they need to complete, and then share their answers.
Collage. The specialist announces the topic, the participants are divided into small groups, which are given texts, images and other materials to create the decor.
Practical recommendations for using the methodology
As a rule, the event is held in the evening after work hours or on weekends. A positive moment would be to announce the duration of the focus group session to the participants in advance. If the work continues longer than planned, its effectiveness gradually decreases. It is also necessary to control that all respondents arrive strictly at the appointed time.
The room in which the focus group is planned to work should be comfortable, i.e. warm, dry, with comfortable seats and an open layout, and, if possible, isolated from extraneous noise. It is best if the design is neutral – this will minimize the risk that participants will be distracted by something.
Since a focus group, like a personal interview, is recorded on video or a voice recorder (this is necessary in order to subsequently analyze non-verbal behavior), it is important to think about where it is best to place the device used for this. It is also necessary to warn respondents that the entire discussion process will be recorded, but at the same time, when analyzing the transcripts, no personal data is supposed to be used.
The wording of the questions in the script should be easy to pronounce. You should not use complex and abstract terms, as people may not understand what you are talking about.
Practical recommendations for using the methodology
The focus group moderator must constantly monitor the course of the discussion, not allow participants to deviate from the topic, not give free rein to their own emotions, and not evaluate the respondents' statements. They have the right to intervene in the conversation if it is necessary to correct the behavior of difficult participants whose behavior reduces the effectiveness of the team. In the event of a violation of calm