Working with focus groups

Course summary

Every organisation needs to keep its ear to the ground about what its stakeholders are thinking and feeling. Focus groups can provide you with real insights and understanding if they are carefully planned and skilfully moderated. This practical course will give you the skills and confidence to set up and run focus groups.


Course outline

Over the day you will cover:

• when to use focus group research methodolgy
• establishing appropriate aims and objectives
• preparing a topic book
• recruiting the participants
• finding the right venue
• identifying and formulating the right questions
• developing and using visual aids
• moderating skills
  • creating an informal, relaxed atmosphere
  • asking questions
  • using visual aids, case studies and other stimuli
  • keeping discussion on track
  • handling difficult situations
• recording the discussion
• analysing and reporting findings

"Really enjoyed it, came away feeling informed. Great to have a good guide to take away". VD, Turning Point
"A huge amount achieved in one day! The trainer was extremely professional with an ability to maintain everyones interest." GG, Touchstone
"Great course - practical and based on my needs. I will now be able to run focus groups with confidence." AM, London Borough of Islington


Who is this course for?

The people who will find this course useful are:
- communication and marketing professionals who want to run focus groups
- managers who want to undertake stakeholder research
- anyone who wants to commission an agency to conduct a focus group and would like to understand the process



What will this course help me do: learning outcomes?

The course will help you understand the role of focus groups, and enable you to take a hands on role in running a focus group.
After the course you will be able to identity when a focus group is the appropriate qualitative research method, develop and run an effective focus group, analyse and report on the outcomes from a focus group.