Context:
This exercise is designed for innovators who are planning and facilitating focus groups as part of qualitative research or early-stage innovation work. Focus groups leverage participant interaction to surface diverse perspectives, highlight areas of agreement and disagreement, and generate richer insights than individual interviews alone. Conducting effective focus groups begins with a clear and well-structured discussion guide.
Objective:
The objective of this exercise is to provide innovators with a tool to intentionally plan and structure effective focus group discussions by clarifying the research objective, selecting appropriate participants, and designing thoughtful discussion themes, prompts, and facilitation strategies that encourage meaningful participation and generate actionable insights.
Process:
The exercise will guide innovators through nine steps to create a comprehensive focus group discussion guide:
Step 1: Define your focus group objective - Clearly outline what you want to learn from the focus group to keep your questions focused and purposeful.
Step 2: Identify your participants - Determine who you want to include in the conversation.
Step 3: Identify discussion themes - Based on the objective, identify themes of discussion to guide the conversation.
Step 4: Sequence your discussion themes - Sequence your discussion themes in an order that will most likely make the conversation flow smoothly from one theme to another.
Step 5: Determine your discussion prompts - Prepare the statements or questions you will use to elicit conversation.
Step 6: Develop probing questions - Anticipate areas where participants might need a little encouragement or clarification and include probing questions the moderator can use if the conversation stalls.
Step 7: Structure the guide - Prepare a script for the introduction to the session, warm-up activity, main discussion, wrap-up questions and closing of the discussion.
Step 8: Identify techniques to encourage participation - Identify techniques to implement to encourage participants who are not engaging in the discussion.
Step 9: Review and refine - If possible, test the discussion guide with a small group or colleagues to identify any areas that need adjustment.
Credits:
Centre for the Promotion of Health in the New England Workplace. (n.d.). Tips for Facilitating Focus Groups. Retrieved July 18, 2024, from https://www.uml.edu/docs/fg tips sheet_rk_tcm18-167588.pdf
George, T. (2023). What is a Focus Group: Step-by-Step Guide & Examples. Scribbr. https://www.scribbr.com/methodology/focus-group/
Eliot & Associates. (2005). Guidelines for Conducting a Focus Group. Mississippi University. https://irep.olemiss.edu/wp-content/uploads/sites/98/2016/05/Trinity_Duke_How_to_Conduct_a_Focus_Group.pdf
This tool was designed in collaboration with Nathalie Duponsel, the coordinator of the Concordia University Innovation Lab.
ChatGPT (OpenAI, 2025) was used during the creation of this template.
