Conversations have an interesting effect on your mood, your thought process, and even your behavior. If the discussions are engaging enough, you might offer your own words of wisdom and change someone else’s perspective. Conversation is a dance, but it’s also music.
Our series on message testing started out with what to test for, followed by how to use the A/B testing method, and we finish off with testing using focus group discussions. As its name suggests, focus group discussion (FGD) is a qualitative research method that uses semi-structured, and open-ended questions to gather information on a specific topic or issue, in a group setting. Due to their conversational, and somewhat informal nature, well executed FGDs obtain rich, in-depth information from purposely selected participants with lived experience of the topic under study. Focus group discussions are particularly effective at understanding the attitudes and perceptions of the selected group, who are representative of the larger target audience.
How focus group discussions enrich communication campaigns
By using FGDs to test their campaign messages, CSOs are better able to gauge the audience’s feelings, reactions, motivations, experiences, drivers (barriers and levers), influences, and decision-making processes, most of which might be overlooked if only quantitative methods are employed. For instance, a survey may reveal that many people in the community rely on Facebook and YouTube to learn about political events in the country. However, FGDs reveal why people rely on these channels, compared to other communication media. The details in the qualitative responses enable campaign designers to tweak messages more effectively, leading to greater acceptance.
Focus group discussions are especially favorable for resource-constrained CSOs, because they need significantly less time and money to execute, compared to surveys. For one, FGDs only need 5–8 participants for each round of discussion, and a maximum of three rounds to achieve representative data. Since each FGD should be completed within a maximum of two hours, all three rounds can be held in one day. Additionally, participants gather at one location, therefore minimizing logistical strains that surveys are prone to. Finally, all participants in an FGD have lived experience of the CSO’s campaign topic, whereas randomization in a survey gives non-targeted individuals the opportunity to participate. For instance, a communication campaign targeting sexually active young adults will purposely create a focus group comprising a mix of young men and women who are sexually active.
A competent, knowledgeable facilitator sets the tone for a successful FGD, and is effective at soliciting feedback and reactions from the participants. Specifically, the facilitators should guide the discussions by asking open-ended questions which will cover the five Ws and H; that is Who, What, Where, When, Why, and How of the topic. Due to the limited number of sessions, the facilitator should ensure that the FGD’s semi-structured interview guide contains critical questions that address the project’s needs. It may also be beneficial to hold at least two pilot sessions before the main study, to determine the questions, group dynamics, and participants’ responses to the questions. Focus group discussions tend to study more sensitive social issues like reproductive health or intimate partner violence, and involve vulnerable groups, therefore extra effort is needed to ensure participants feel comfortable and safe. As a first step, participants must be informed of how their responses will be used, and assured of privacy and confidentiality, especially because the sessions are recorded. The FGD should also be conducted in a comfortable venue, and be free from interruptions to ensure conversations flow freely.
On completion of the focus group sessions, the project team produces and analyzes transcripts to identify emerging themes or ideas, from which summaries and conclusions are drawn.
For more information about focus group discussions, check out our recently launched website with lots of resources on message testing, including our freely available Low-Cost Messaging and Testing (LCMT) Guidebook! Join our friend Jamaa as he walks you through how to leverage budget-friendly testing methods for big impact results.
About the Low Cost Messaging (LCM) project
The LCM project aims to support civil society organizations (CSOs) to identify low-cost methods of testing their communication campaigns, to achieve behavior change. The project assumption is that CSOs often work with limited funds, time, and resources, in turn restricting their ability to test the efficacy of their message campaigns. Most CSOs also perceive testing to be expensive, and the project seeks to demystify these misperceptions. By leveraging the LCM guidebook, CSOs can achieve impactful campaigns while maintaining a low-budget.
