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Executive Service Corps
of Chicago |
Focus Groups: Their Value and What You Can Expect to Achieve from Using Them.by James H. Weiss, ESC Regional Administrator First, what is a Focus Group? It is a research tool with wide applications...a process to gather information to develop findings and perceptions, not to result in recommendations. It consists of a gathering of individuals, selected at random from a given population, who are brought together in a non-threatening, objective setting. They gather to discuss, without restrictions, their attitudes, opinions, and ideas about predetermined subject areas. Other topics may also arise during the discussion and are reported as well. How is a Focus Group different from a meeting? In a Focus Group, the facilitator guides the process, but does not lead the group to outcomes. Participants do not have to make decisions, nor are they responsible for implementing or using the results. The facilitator is neutral, all participants are equal (no hierarchy), the setting is relaxed, and the purpose is to gather information from participants, not distribute it to them. All comments are faithfully recorded without identification of the source. What are the benefits of Focus Groups? They are positive, unbiased forums for stakeholders to share their feelings. They offer a vehicle for participant viewpoints to be expressed in a nonpolitical, non-threatening environment and are often useful in team building. Done periodically, they can be a means of identifying changes in attitudes. Also, this is a relatively inexpensive way to gain input. What are the limitations? Participant groups may not necessarily be a representative sample. There may be an unwillingness to follow through and act on information gathered. Some participants may be reluctant to contribute, and there is always the chance someone’s feelings might be hurt. It is important not to overstate expectations, keeping them realistic. Information gathered is subjective and not quantitative. There are many times and situations when focus groups can be one of your most valuable tools. However, there are also a number of other research tools that can be equally, or more valuable, and be more suitable for a particular process. Executive Service Corps of Chicago can help you make that determination and be a valuable partner in your information gathering and/or research projects. If you would like assistance in any of these areas, please contact ESC at 312-580-1840 x 317 or by e-mail at info@esc-chicago.org. |
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