FOCUS GROUPS

WHAT IS A FOCUS GROUP?

Focus groups are meetings that include typically six to twelve people who represent a specific audience that we want to hear from. They last 90 minutes to two hours and can be held in person or virtually. They are hosted by a skilled facilitator who will follow a preset agenda while allowing discussion to evolve on its own.

WHY A FOCUS GROUP?

Focus groups are used to help inform decision making. 

Examples of important decisions that can be better informed through focus groups have included:

            • Testing advertising messages and concept storyboards.
            • ·Seeking feedback from users to make program improvements.
            • Gauging understanding of opinions and perspectives on new topics.
            • Understanding public opinion about public policy perspectives and messaging.
            • Supplementing data collected from a quantitative survey.
            • Inform a needs assessment, strategic plan or other public process.
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When asked – What did you like about the focus group?

"The opinions we were sharing were intended to make a difference to someone."
John Doe
"Thinking critically about a topic I normally wouldn't be and hearing other’s opinions"
Anonymous
"I liked that everyone was quite engaging, and we got a fair bit of well-rounded feedback."
Anonymous

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Who participates in a focus group?

Most focus group projects include multiple groups and cover targeted geographic areas or attributes depending on the topic. For example, there may be an interest in hosting geographically specific groups to hear if there are differences or similarities between Southeast Alaska and the YK Delta. Sometimes we want to hear what parents think, or the topic may be about a public health issue such as tobacco use in which case we may invite people who are currently using tobacco products to participate. ASR focus group participants routinely report that they enjoyed participating in the discussions. And sometimes they even see the ad that they helped create! 

The Best Part - INCENTIVES!

Most focus groups include a budget to compensate participants for their time. This is usually between $60 to $150 depending on the client budget and topic. 

What happens after a focus group?

The ASR team analyzes what was heard and provides a written report to the client. Participant confidentiality is a priority, and no personal identifying information is ever shared beyond the ASR team. Clients receive a report with an analysis, themes that emerged and considerations for their decision-making process. The ASR team can also prepare and deliver a presentation about the findings to decision makers, the public or others.

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