Focus groups and surveys

Type of group interview

Group interaction on selected topic

4-8 people per group

Used for:

• investigating new topics
• explore interaction in social setting
• understand group processes
• alongside other methods

Who do you want to speak to?

Invite in advance (over recruit and over remind)

Clearly explain the study, emphasise its anonymous

Incentivise participation

Moderator is key!! 

• set expectations, start conversations
• steer conversation and enable participation

Translating concepts of interest into measurable sources of data

Some easier than others

The good:

• Closed vs open ended questions
• Multiple choice 
• Likert scales (1-5)

The bad:

• Leading questions
• Too complicated
• Ambiguous
• Embarrasing/sensitive
• Long
• Too many questions
• Doubling up