One of the key issues that arises when planning a qualitative study is identifying the geographic locations where the surveys will be conducted. Taking this into account, the number of groups is determined, and the project budget is planned.
The peculiarity of using the focus group method in different places is the guaranteed and objective opinion about a particular product, which is not connected with any specific locality or society. For the same reason, representation of various socio-demographic strata in research is necessary. Regional dispersion is a reliable instrument of control or insurance, with the help of which the diversity of groups is increased.
It is important to know that systematic comparison of data by geographic indicator is usually not carried out when conducting qualitative research. This is explained by the fact that even if focus groups are conducted in several locations, the research still cannot represent the entire country or economic region. If there is a manifestation of regional characteristics, they should be taken not as a proven phenomenon, but as a possible probability.
In places where reliable statistical botim database and sociological indicators provide sufficient grounds for assuming that geographic location is a significant factor in differences, it is appropriate to attempt comparisons. For example, the course of a focus group discussion on nuclear safety issues would be completely different if discussed in Ryazan or Severodvinsk, since the importance of these issues to residents of these cities is significantly different.
Accordingly, geographical representation should be seen as an additional way to achieve diversity, but not as a tool for systematic comparison.
Drawing up a meeting plan
The most important point in preparing focus groups is developing a scheme for conducting the event. Sometimes it is called a research guide, questionnaire or guide.
This document has a dual purpose. Firstly, it serves as a formal means of communication with the client, recording a conscious understanding of the essence of the research to be discussed and setting priorities in the discussion. Secondly, the scenario reflects all organizational and substantive aspects of the event.
Most moderators tend to keep group meetings to two hours or less, so the entire plan fits into three to four pages. The ideal plan consists of seven main sections:
Defining the objectives of the event.
Selecting group members.
A short introductory speech announcing the topic of discussion, the rules of the event, instructions for respondents, etc.
Initial stage. Here each participant is introduced and given instructions on common issues.
Discussion of the main subject. At this stage, topics directly related to the product under study are identified and which the moderator should cover. For example, if the discussion concerns a specific type of beer, then according to the scenario, general issues of consumption of this drink are first discussed with the participants: where to drink, how often, which types are preferable, etc.
Specific discussion. This section of the script is devoted exclusively to questions and aspects about which the customer wants to receive more detailed information. Here, a gradual transition from general topics to individual ones occurs.
The final part. Consists of a review of opinions, an additional survey on some aspects. The moderator also thanks all respondents for their time.
In addition to the above sections of the plan, two more need to be added. The first will concern the distribution of time for discussions. Moreover, each stage of the meeting is allocated its own time frame.
The second concerns the use of incentives. In this case, we are talking about means of activating the course of the discussion and demonstrating one's opinion. These can be samples of the product, its packaging, commercials or slogans, presentation of the concept, etc.
Depending on the level of qualification of the moderator and the specifics of the discussion, it is permissible to make adjustments to the written scenario during the discussion. The main thing is that in the process of collecting information using the focus group method, team dynamics are ensured, an atmosphere is created in which each respondent can freely and comfortably express their opinion.