Focus Group Moderation:
Kannon’s group discussions are structured around a set of carefully questions and probes. At the beginning of a project, Kannon’s team meets with the client to answer:
- What do we already know?
- What do we want to know? What do we need to know?
- How would we proceed if we did not do this qualitative research?
- How will we use the findings from this project?
- How will we know if this project has been a success? What are the criteria for a successful focus group?
It is important that all group participants possess the appropriate “knowledge.” Therefore, the Kannon team is diligent about screening and re-screening potential participants. We work closely with focus group recruiters to find individuals who meet all criteria appropriate to the information needs and client specifications.
Once the groups have been assembled, Kannon’s skilled moderators are trained to elicit rich discussions. Kannon’s moderators appropriately manage challenging group dynamics and have developed techniques to keep discussions on the issues to be addressed.
Questions are both open-ended and directed. Kannon moderators follow up on answers and probe more deeply to get the most meaningful and actionable responses from participants.
A thorough analysis of the focus group findings is then prepared. Consistent themes and patterns are identified, and verbatim statements are used to corroborate the interpretative analyses.