Group Interviews Is a focus group the same as a group interview? Similarities · Provide neutral location with no chance of interruption or being overheard · Circular seating pattern so everyone is equal · Organised by single person and recorded for data accuracy · Typically need 4-12 participants, more complex topics require need fewer participants · Participants selected to provide balanced data · Those instructed to attend may not · Horizontal slicing (everyone has similar experiences/status) or vertical slicing (everyone in group has different experience/status) Differences Group interviews · Wide breadth of points · Participants both respond to questions asked and evaluate points made by other participants · One group can be asked to respond to points made by others · Objective is to seek an agreed consensus of opinion Focus groups . Narrow and clearly defined focus on single topic · Tolerant environment that doesn't challenge other participants · Repeated with different participants to identify emerging strong trends . The end is when saturation point is reached and no new views are presented Focus groups and Interviews · Accuracy Location · Balance of characteristics · Trust and confidence · Balance of contribution · Organiser's role is important Group Interview Coordinator of a group interview is called a facilitator. . Find balance between encouraging participant and allowing them freedom to reveal insightful thoughts · Ensure all participants have equal opportunity to share their answers · Controls format which may be highly structured to unstructured and free flowing (more likely) Focus Groups Co-ordinator of focus groups is called moderator.
· Strong management required to prevent deviation from agreed topic · Moderator has dual roles of keeping within topic boundaries and generating interest in topic · Moderator attempts discussion between participant and maintains interest