Focus group is primarily a tool for consultation. It is a simple and fast method that creates participation. The focus group method can be used as a mapping tool where one starts from the group’s assessment of what are important factors in a certain issue. Rate what the group thinks is important and provide a basis for what is most urgent to address.
A major advantage of a focus group is that it is based on dialogue and participation and that it is possible to quickly compile the results and report them.
With the method, the work is concentrated and analyzed around a main question.
Early in a dialogue process to get help in identifying important factors for the area and thus basis for further processing.
If there is a need for more qualitative information/knowledge about the area of question.
To identify the target group’s language use, insight and understanding of the question area.
A suitable group size is around 6 to 12 participants for them to feel comfortable expressing their opinions. In order to get a high reliability of the results, it is good if you can carry out the same question in several groups.
The method works best in a homogeneous group that can be linked to the question. Sometimes, however, there can be value with mixed groups. Before planning and inviting participants, it is important to think through the composition of the group. The participants in the focus group can be chosen based on being representative of the population at large or of a certain group of the population. It can be a good way to engage marginalized groups.
The cost of focus groups is generally not very high. A “carrot” may need to be offered to citizens in order to get them to participate in focus groups.
Additional costs include premises, catering and arrangements that support participation, e.g. childcare.
Between 2-3 hours
For the work with the focus group, there must always be a moderator. The moderator is also well prepared and familiar with the topic/issue to be discussed. To help him, the moderator needs an assistant who documents during the interview. The room must be furnished in a crescent so that the participants can see the board where the documentation is done continuously. There are a number of basic steps in the focus group method process.
If one wants a very detailed analysis of an issue, focus group discussions do not provide enough time to discuss the issue in depth.
Pemba, Zambia, used focus groups to determine needs and preconditions to establish a digitalisation strategy for the municipality. In addition to the necessary equipment and infrastructure needed for digitalisation, it was necessary to find out what citizens needed and wanted in order for the strategy to address the most relevant problems.
Note: A policy brief of the creation of a digitalisation strategy in Pemba is forthcoming.