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Below is part two of “How to Create an Effective Focus Group for Your Higher Ed Redesign”. To read part one, visit here.
How to Choose a Focus Group Moderator
A moderator is much more than a note taker. You’ll need one of those, too. However, your moderator will be responsible for eliciting the most from your focus group. The moderator has a profound effect on the success (or failure) of your focus group as they are expected to set a relaxed tone, keep the discussion focused, observe body language and other cues, and create an environment that elicits the most valuable input from your participants.
Moderators must be good listeners. They must be able to manage a group dynamic and facilitate the kind of environment that makes participants want to share. Moderators have different styles. However, a good moderator will adapt to the personality of the focus group. For example, a moderator may joke with student participants while taking a more serious tact with faculty or administrators.
An experienced moderator will effectively manage the group and keep everyone focused. A good listener can ask the right follow up questions and get your participants to share things they might not otherwise.
Analyzing the Results
Before any analysis begins, take a few moments immediately after the focus group leaves to recall the day’s events and fill in any gaps that may exist in your notes. If you’ve taped the session, transcribe it immediately and note any observations regarding body language or behavioral anomalies within the context of the conversation.
After you’ve got each answer grouped with the question it addresses, take a look at your data and ask yourself the following:
- For each question, are there any responses that stand out?
- Does the data answer your research objectives?
- Are there any recurring themes?
- Are these themes unexpected?
- What insights have been gained?
Writing a Focus Group Report
A report on your findings should begin with a summary of your objectives. What specifically did you hope to learn from the focus group?
Be sure to include your methodology. How many different focus groups were there, how large were these groups and what questions did the moderator ask the focus group in the search for answers?
What stood out from the answers provided by the focus groups? Provide a bulleted list of key takeaways that can be scanned at a glance. These will serve as talking points when stakeholders gather to discuss redesign priorities and strategy.
Summarize Your Findings and Make Recommendations
Highlight repetitive themes, particularly if they directly address previously stated concerns and objectives. What do these findings mean for the proposed redesign? Based on your redesign objectives and focus group feedback, make recommendations to the stakeholders involved.
As one of the nation’s premier website builders for Higher Ed., Beacon has been providing colleges and universities with redesign consultation and services for almost 20 years. We invite questions or comments regarding your redesign goals. Feel free to contact me or call one of our team members at 1.855.467.5447.
This concludes part two of two. Read part one of “Creating a Focus Group for your Higher Ed Redesign” here.