Qualitative data: focus groups (MR, unit 7)

usually 4-8 groups or 8-10 respondents + group moderator who poses discussion questions

Consider:

• Type
• Membership - users, non-users, homogenous
• Recruitment
• Number of groups (nothing new after 12)
• Discussion topics

Discussion guide (3 phases)

• Introduction - welcome, explain purpose, outline discussion topics, introduce participants
• Discussion - several themed sub-phases, product trial
• Summary and thanks

Moderator

• must form good rapport and sensitive to mood of group
• intervene if too far off topic or to stop individuals dominating
• ensure everyone gets to speak