Focus Group Interviews
Featured in the Learning Needs Analysis training manual
By Beverley Williams
Category: People Management and Motivation
Credit price: 4 download credits (Single user)
The focus group interview has been used extensively by market researchers for many years. The benefits of conducting this type of research transfer very comfortably into the area of learning needs analysis. Focus groups normally consist of between eight and 12 individuals who come together to discuss a common interest or problem, guided, or focused, by a group facilitator. A well-managed focus group can be the source of valuable information on learning needs. However, it must be emphasised that the findings of a focus group interview must always be treated as a starting point for further analysis, rather than as an end in themselves. For example, if you were considering introducing a development programme for new managers and didn’t know where to start, a series of focus group interviews looking at the experiences of fairly new managers would certainly provide you with areas to work on. However, because of the potential drawbacks of focus group interviews, such as dominant members, you would then have to follow up your findings with other methods of analysis – for example, questionnaires or one-to-one interviews. This training resource examines the advantages and drawbacks, and provides a step-by-step guide to conducting focus group interviews.
You open the training activity by explaining that focus group interviews are a method of broadly identifying and analysing learning and development needs. You cover the definition, composition and selection of a focus group, eliciting contributions from the participants where appropriate. Participants then work in groups to consider the advantages and potential drawbacks of using focus group interviews. You summarise their conclusions, emphasising that the findings of a focus group interview must always be treated as a starting point for further analysis, not an end in themselves. Next, participants work in groups to identify the characteristics needed by a focus group facilitator and feed back their findings by means of min-presentations. You then present a step-by-step guide to preparing for, and facilitating, a focus group interview. The participants put this into practice with a role-play, which is followed by constructive feedback. You close by emphasising the key learning points from this focus group interview training, taking one or two points from each of the participants.
Who is it for: This training activity is intended for use by trainers to ensure participants understand the process of conducting focus group interviews, and are aware of both the advantages and the drawbacks involved with focus groups
| Resource Type: | Activity |
| Min Group Size: | 4 |
| Max Group Size: | 10 |
| Typical Duration: | 02:20:00 |
| No of Pages: | 22 |
Resources: View standard resources for Fenman training activities
Purpose: This training resource is intended for use by trainers with participants who are responsible for identifying the learning needs of others, and intend to use focus group interviews as part of that process. The training activity describes the facilitative skills needed to lead a focus group interview but does not attempt to develop those skills in the participants. For this reason it is suitable only for professional trainers unless you are confident that line managers or other staff already possess those skills. Participants should have an understanding of LNA within the learning and development cycle.
Download the training activity, Focus Group Interviews as featured in the Fenman training manual; Learning Needs Analysis