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This resource corresponds to Module 5.
One challenge of leading a focus group is ensuring the conversation runs smoothly
so you can collect the information you need. Experts have identified techniques
for working with participants whose behavior threatens the effectiveness of the
group.
- Working with "experts." Having
a participant who appears to have some expertise in a particular
issue may inhibit participation by other group members. Sometimes
this happens because the person announces his or her qualifications
to speak on the subject. In other cases, it occurs simply because
members of the group perceive one member to be more familiar
with the topic or better educated than the rest. There are
several methods of avoiding this problem (or handling the problem
if it occurs).
Try
to put together groups that are composed of people of similar
education
backgrounds and professional status.
Do
not introduce people in ways that identify their education
or
professional
status (such as calling someone "Dr."). Use first names
only.
If
you ask people to introduce themselves, avoid framing the
request in
ways
that would encourage them to talk about their education.
Remind
people that they were invited because you are seeking the
perspective
of people like themselves, so they are all "experts."
- Working with "dominators." People
who try to dominate the conversation may consider themselves "experts." Or
they may just be talkers. Either way, there are methods you can
use to create enough space for other participants to speak.
If
you can pick out the dominators before the group begins (while
people
are
standing around chatting or during registration), try to
sit them next
to
a leader so they can more easily be interrupted.
Try
to move the conversation to someone else by saying "Thank
you, Fred. Does
anyone else have something to say on this issue?" or "Thank
you.
That's
an interesting point of view. Perhaps someone has another
point of
view."
- Working with "ramblers." People
may ramble because they are inarticulate or because they want
to contribute to the conversation-even if they have nothing
to say. They, like the dominators, can use up valuable time
and
prevent others from speaking. Here are a couple of tips on how to interrupt
a rambler:
Move
the conversation to someone else by politely thanking them and
issuing
an open invitation for others to speak.
Take
advantage of pauses in their conversation to open up the
conversation
to another speaker (or move on to another question).
Ramblers
often pause in their monologues, especially if they are waiting
to
gain someone's attention.
- Working with the timid.
Some participants will be too shy, or intimidated by the other
participants, to speak. You can lose valuable information by
not soliciting their opinions. Ways of encouraging these participants
to voice their opinions include the following:
Begin
the session by reinforcing the view that everyone's opinion is
important
and you are hoping that everyone will participate.
If
you notice someone is shy before the session begins (such as during the
registration
process), try to seat this person across from one of the leaders
so
eye contact can be made.
Call
on them by name to see if they have anything to say. Use gentle
prompts,
such as "Melanie, do you find this reflects your experience?"
Nod
your head while they are speaking to encourage them.
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