FOCUS GROUP WORK

To organise an effective Focus Group session you will require a good deal of pre-planning. It will also help to understand some of the recognised dynamics of group work. A small helping of information about behavioural psychology could also help you to achieve better results.

Some of the dynamics you could usefully examine are:

First Impressions; People tend to take the first piece of information they receive about a topic and build a mental picture by making all subsequent information fit into this picture. Make sure the first notion they have of the station is positive and you stand a better chance of building on this.

Reciprocation; Charities have noted that mail-shots seeking contributions are more successful when a small gift is enclosed. It is a human trait to feel obliged to repay in kind what we have received.
(You may get a better response if you devise an appropriate gift for participants)

Consistency; People like to behave in a manner consistent with public commitments. Get the individuals in focus group work to publicly commit to what ever you want from them.

Flattery; People are predisposed to assist or do what they are asked by people who make them feel special. The fact that you have selected
a particular group for a small focus group initiative places them in a positively receptive mood.

Social validation; People feel encouraged to engage in activities approved by their peers. Keep a record of community groups and organisations using the station. Circulate this to focus group members prior to meeting.

Liking; People tend to co-operate with those they like. All communication and the actual meeting should be pleasant affairs.

Authority; People tend to respect and follow authority figures or organisations. It may help to have working connections with relevant authorities such as the Corporation, the local VEC or the Health Board.

Scarcity;. People are interested in acquiring things perceived to be scarce. Your airtime is a scarce resource, so use this dynamic

… These are long established human traits and the commercial and political sectors have long used them to trigger certain behaviours. In your efforts at mobilising people to use the community station for personal and community empowerment, you would be quite entitled to try these techniques during focus group work.