The following are key points to keep in mind when you plan to use focus groups as a research tool to understand your employees or stakeholders.
The Contents
Define your research goals. Will you be using focus groups to help design employee engagement survey questionnaires, assess your employer brand, test communication concepts, or follow up with issues identified in your recent employee survey? What decisions will be made as a result of the information and insight gathered from focus groups?
Identify research questions. What specific questions do you need answered? Do you have any materials or concept boards that you want to test with your target audience?
Determine sample size and composition of focus groups. Since focus group is a qualitative research method and the results are descriptive rather than prescriptive, you don’t need to have a very big sample size. However, it is important to determine the number, composition, and location of focus groups to ensure you get feedback from representative employees.
The Process
We work collaboratively with you to ensure that your specific research needs are met. The following outlines the process we use with our clients after determining research objectives and research questions.
Invite employees to participate in focus groups. We can work with you to define the criteria for recruiting employees and supervisors/managers. We recommend that you separate employee groups from supervisor/manager groups so that employees can provide more open and candid feedback. If you cannot have separate groups for employees and supervisors/managers, you need to ensure that employees and their immediate supervisor are not participating in the same group.
Coordinate focus group logistics. Identify a focus group coordinator who will coordinate all the logistics of conducting focus groups. The coordinator is responsible for sending out pre-focus group communication materials, inviting employees and supervisors/managers, and ensuring that the meeting rooms are set up appropriately. We can work with you to develop communication materials and invitation letters for employees and supervisors/managers.
Develop discussion guide. A discussion guide helps to keep the focus group discussion flowing and ensures that all critical topics are covered. We’ll develop a discussion guide based on your research objectives, review with you, and revise as necessary.
Moderate groups. An effective moderator is one who is a good listener, who knows how to probe for insights or clarifications, and who is sensitive to the dynamics of the group. Our experienced moderators will facilitate focus group discussion, keep discussion flowing, probe employees and managers for more insights, and gather feedback.
Analyze results and prepare summary report. We will review focus group notes and prepare a summary report of findings. Other reporting options are available as well (e.g., subgroup reports).
Present results and discuss follow up actions. We will review key findings with management team and discuss follow-up action plan.
