Setting up your focus group

Recruiting participants

Who do you need to take part?

The first step to take is to identify the type of people you would like to hear from. For example, people most impacted by your project, health topic or people from health inclusion groups (for example people with learning disabilities) or people who live in particular areas (for example in deprived communities or people living in social housing).

We would recommend inviting between 6 – 12 people, as some people may drop out before the session takes place.

Advertising your focus group

• What forms of social media does your target group use?
• Are there any specific local Facebook groups you could approach?
• Are there local community and voluntary sector organisations who work in the community that you could approach to help you find people to take part?

Promotional message

The promotion of your focus group needs to be short and attractive – use images and bright colours. You can follow the NHS branding guidelines found here

Your promotional message should be clear about:

• The purpose of the focus group.
• The type of people you want to hear from and if they need to match certain criteria – for instance, having accessed certain services recently.
• Time, duration and location of the focus group (or if there is a choice)
• A brief overview of topics that the focus group will cover and how their participation will influence next steps (what participants expect on the day is really important so be as clear as possible)
• Information about how participants will be reimbursed for their time – for instance, will they be paid for their time or provided a voucher or  in other ways?

Example promotional copy

Prepare your participants

Make sure your participants know what to expect when they come to your focus group. When a participant expresses an interest in taking part, remember to:

• Confirm in writing and/or over the phone when, where and how the conversation at the focus group will take place. (Always remind them of these details at least 24 hours before – providing a telephone number or email address for the day too)
• Explain how the feedback will be collected and used.
• Explain you will invite them to complete demographic monitoring forms and consent forms as part of the process. Be sure to explain why these are important.
• Explain and agree who will be “in the room” when the conversation happens.
• Encourage them to ask questions about the process.
• Ensure participants understand the subject that’s to be discussed, check their experiences is relevant and they are happy to share their views.
• Explain confidentiality, what personal information will be recorded, for what purpose and how it will be protected.
• If the subject is likely to be sensitive or upsetting; reassure people they only have to share what they feel comfortable to share. (Signposting to support and/or counselling services might be appropriate.)

Example confirmation email

Example demographic monitoring form

Choose a venue

Focus groups can be conducted face-to-face or online, via video conference.

If you are running an online focus group, you may need to offer support and guidance on how to join the call online. Let people know in advance what software you will be using e.g. Microsoft Teams.

Benefits of online or a face to face focus group

Online

Benefits:

• No need to find and fund a venue.
• People don’t need to travel and can take part from home.
• Privacy can be maintained by turning off cameras and/or giving views via the chat function – which might help people feel more comfortable.
• If people don’t communicate verbally, or have difficulty with speech; they might find it helpful to be able to share views using specialist software and/or the chat function.
• Can be easier to facilitate – e.g. easier to manage etiquette around speaking and to ensure everyone gets a chance to have a say. Plus people can write in the chat while others are speaking.
• Easy to record and/or transcribe the meeting for analysis and reporting so that nothing important is missed.

Things to consider:

• Needs strong facilitator – for example to ask people to add to the conversation.
• Could exclude people that don’t have appropriate technology, or who are unused to talking via video chat.
• Technical issues could interrupt the flow of conversation.           
• Can feel less “natural” than a face to face meeting, which could impede people sharing their stories.

Face to face

Online:

• The conversation feels more natural and comfortable
• Face to face is more familiar for most  people.
• Can be more suitable for people who struggle with technology or who have particular communication needs e.g. people with a learning disability
• Can be helpful if wanting to speak with a particular group – ie can attend existing forums, meetings or activities.

Things to consider:

• Cost involved in hiring a room and providing refreshments.
• People have to travel to the venue.
• Some people have more difficulty focusing and/or hearing in a room with others speaking or where there are more distractions.
• Being in a social setting can be a cause of anxiety for some people.

For people that online or face to face is not appropriate, or who are uncomfortable sharing their story in a group; a one to one phone conversation might be a better option to offer in addition to the focus group.

Find a private space

If meeting face to face, it is important to decide where you will hold your focus group. Focus groups should be held in an appropriate neutral space where discussions can take place in private.

Work together with your participants

Sometimes it may be appropriate to work with your participants to choose a suitable venue. If there are any limitations on where you can conduct these conversations, make it clear from the start so that people can choose whether they want to participate or not.

Share information about the venue

Find out as much as you can about the venue before booking the room so that you can give participants information about travel options, including bus routes to the venue and any useful accessibility information, such as lifts, wheelchair access and disabled parking.

Top tip: Send a reminder a day before confirming details again, either by email, text message or telephone call.