Survey data is an important component of research methodologies, especially for municipal planning. However, survey fatigue and constraints around open-ended questions mean the insights generated often lead to one big question, “Why?”
Why did respondents say this was an issue? Why do residents over the age of 45 see this as an issue, while younger residents do not?
Small-group discussions around specific questions and topics can help decision-makers see the “Why?” behind their survey data. Although these groups are widely used by the public and private sectors to conduct research, they are sometimes criticized for their limitations in today’s fast-paced digital world.
- Focus groups don’t create echo chambers. A common concern is that the organization will simply hear again from the same “vocal few” within the community. While some participants may be part of the “vocal few,” we typically see more participation from residents who rarely interact with their local government. The key is to build a group, usually no more than 10 to 12 people, who are carefully selected based on specific criteria. Your sample size should be sufficient to identify patterns and trends, but it won’t be large enough to draw statistically significant conclusions about your broader population groups.
- Professional moderators keep the discussion moving. A professional facilitator encourages participants to explore a variety of topics without getting stuck on just one or two. Additionally, the interaction enables participants to ask questions of each other, as well as to re-evaluate and reconsider their own understandings of specific experiences or challenging issues within the community. Participants are often surprised to find that they feel differently about the hot topic they came into discuss after hearing other perspectives on the same issue. A trained moderator will keep the group on track and balance the conversation among the various voices and points of view.
- The time and effort will get results. Organizations that host focus groups as part of their strategic planning initiatives frequently see that the value of focus groups far outweighs the effort spent organizing them. Focus groups explore questions to an extent not possible with surveys. The depth of understanding that comes from community perspectives impacts not only the strategic plan, but also illuminates gaps in communication, service delivery, and more. In an era where government distrust is prevalent, focus groups signal to the community the willingness to listen and learn.
- One or two focus groups aren’t enough. While one focus group is better than none, we recommend six to nine focus groups with a range of target participants. Communities often find that inviting specific groups—local businesses, large area employers, nonprofit leaders, faith community leaders, and other taxing districts—can provide important insight into community priorities. Consider specific focus groups targeted to new residents, residents who have lived in the community for more than 20 years, residents who serve on boards or commissions, residents who have young children, etc. With a range of new perspectives, the community can better explore issues that may dissimilarly impact specific groups.
- The value doesn’t stop when the focus groups end. Focus groups can be a universally positive experience. Participants often report feeling more connected to the community and have a positive view of their local government as a result. After participating in a focus group, residents frequently request the opportunity to become more involved in their community. They are excellent candidates for volunteer opportunities, including service on board and commissions.
Focus groups can be an excellent opportunity to build community connections that positively impact the organization now and in the future. And, they are a valuable research tool when used in tandem with other methods, such as online surveys and public meetings.
With a professional moderator, you can unearth valuable information, manage the pace of the discussion, and ensure that everyone has a chance to participate. If you’re interested in hosting more productive focus groups, reach out to Cory at [email protected] to learn more.
