Additionally, the normally small sample size of focus groups and the fact that the questions asked vary from group to group make the results appropriate for general impressions rather than for statistically reliable results. A focus group is a discussion among approximately ten individuals, typically lasting 1 to 2 hours. A trained moderator guides the focus group discussion by introducing new topics and questions to encourage maximum participation from each individual. The moderator also controls the group dynamics preventing one individual from dominating the discussion. Typically focus groups are conducted in a facility equipped with a one-way mirror.
Clients sit behind the mirror observing the discussion without being seen.
This allows clients to gain better insight by directly observing non-verbal behavior such as nodding heads, smiles or frowns. If need be, clients can submit questions to the moderator via the hostess. Refreshments are also served. Upon completion of the focus groups, the moderator holds a debriefing session with the clients to review the significant findings from the group discussion. When a situation arises where you are interested in gathering feedback, a survey link can be set up on your organization s Web site.