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How to Conduct Employee Focus Groups
Description: If you need to know more about employees’ perceptions and knowledge, consider focus groups. This proven research method—widely practiced by marketers, social scientists and researchers—can help you explore issues, test concepts and dive deeper into a certain topic.
This all-inclusive, do-it yourself guide provides all the tools you need to successfully manage and facilitate employee focus groups, from setting objectives to reporting key findings.
Even if you've never conducted an employee focus group before, this book is packed with tips, advice and samples to help you get started, including a participant invitation, a discussion guide and a findings report. Use this book to conduct focus groups to explore an array of issues, including:
- Detecting why employees are behaving in a certain way - Uncovering the real story behind survey data
- Asking employees what their ideas are for solving a problem or making a program successful - Finding out if a new approach (such as to introduce a new policy) will be well-received
- Comparing options before rolling them out (such as which features of a new program are more favorable to employees)
Contents: Chapter 1. Gaining insights about employees - Why you should consider focus groups - Example: Getting ready for change
Chapter 2. Understanding employee focus groups - What is a focus group?
- Origins
- Group dynamic
- When to use focus groups
- How employee groups are different from consumer research - Focus group or survey?
Chapter 3. Setting objectives
- To set objectives, start with a thesis - A process for setting objectives
- Example: Understanding attitudes about pay
- Example: Developing ways to help managers communicate Chapter 4. Planning your study
- Creating an action plan - Sample action plan
- Gaining buy-in from key stakeholders - Developing a project summary/proposal - Example: Gearing up for a challenge Chapter 5. Developing a discussion guide - Why do you need a discussion guide? - How to build a discussion guide - Draft questions
- Add interaction
- Add introduction and conclusion - Structure the session
- Test and refine the guide - Conduct a pilot session - How did you do?
- Sample discussion guide
Chapter 6. Getting employees to participate - Develop a purposively selected sample - Example: Ask employees about benefits - Recruit participants
- Sample invitation
Chapter 7. Managing logistics - Where to hold focus groups
- Example: Environmental distractions - Length of focus groups and scheduling - Example: The third shift
- Additional things to know/prepare Chapter 8. Moderating focus groups - How to manage moderating - Understand the moderator’s role - Decide who should moderate
- Prepare for the upcoming focus group - Moderate the group
- Handle challenges
- Example: When participants decide they should leave - Debrief after the focus group
- Example: So what will you do about it? - Moderating debriefing form
Chapter 9. Conducting virtual focus groups - Choose your virtual location
- Select a teleconference service - Record your session
- Set up your virtual focus group - Conduct your session
- Example: Exploring how well a system works for users Chapter 10. Interviewing one-on-one
- When to use interviews
- How to develop an interview guide - Tips for conducting interviews
- What to do after you’ve completed the interviews - Interview debriefing form
- Example: Interviewing plant managers Chapter 11. Analyzing the findings - Revisit your objectives
- Capture the big ideas from each section - Mine the data for themes
- Example: What’s in a name - Decide on key findings
- Example: Reporting out-of-scope findings Chapter 12. Reporting results
- Create the report
- Customize and share results - Example: Reporting mixed findings
Chapter 13. Conducting a focus group project fast - Establish a thesis
- Example: Gathering input to finesse a rollout plan - Managing logistics
- Recruit and invite participants - Develop questions
- Sample outline of key questions - Conduct the focus group(s) - Analyze notes
- Summarize findings
Chapter 14. Solving common challenges - Understanding employee focus groups - Setting objectives
- Planning your study
- Developing a discussion guide - Getting employees to participate - Managing logistics
- Moderating focus groups
- Example: When participants mutiny - Conducting virtual focus groups - Interviewing one-on-one
- Example: When senior managers are present - Analyzing the findings
- Reporting results
- Conducting a focus group project fast Index
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