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FOCUS GROUP WORK The focus group method of establishing information is a type of qualitative research. It seeks opinions and it values honest responses. It is a dialogue form of interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. The value of the technique lies in the unexpected findings, which often emerge from free-flowing discussion.
For a focus group session to be really effective, you, the organisers, need also to be focussed. Agree well in advance of making contact with target groups what you want to achieve. For example, you could set out with the focus group to examine how the media could be used to empower those most disadvantaged. Or to explore how the media could be used to assist those participating to develop their community, or yet again, you could explore how the media could be used to alter mindsets and encourage progressive behaviours.
A focus group session can be initiated so as to achieve all or most of what your group want by proper planning and effective organisation.
A focus group session that goes smoothly and achieves good results doesnít happen by accident. It requires good preparation, careful selection of participants and clearly thought through goals.
The logistics can be devised in a step-by-step manner;
By using already established human traits you are more likely to trigger other human tendencies to community and altruism.Ý And your focus group work is more likely to make a bigger and more effective impact on the community You will also tap into the synergy of putting a group of people together to produce a wide range of information, insight and ideas that can assist your work. You can also avail of the serendipity of ideas springing from the stimulation of such dialogue. Such focus work can be very useful, but respect the ideas and suggestions offered. And where possible use them and share the finished report with the respondents.
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