Knowledge is power!

The survey is dying.....with response rates dwindling as fewer and fewer people are willing to invest time to complete your survey.  So how are you going to collect the needed information from customers, staff, collaborators and the general public?  Where will you find the rich, valid information that will help you make better management decisions?  More and more, leading nonprofit are turning to Focus Groups.

A focus group is a form of qualitative research in which a small gathering of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept. or idea.  Questions are asked in a comfortable group setting where participants are free to talk with other group members.The best Focus Groups are run by skilled, experienced facilitators with special training in this powerful tool.  But it is an investment that has paid off handsomely for those looking to get new perspective on their work and develop new solutions to age old problems.
Here's the process I employ when developing and leading effective focus group sessions:

1. Work With You To Establish Your Information Needs

• What problem or need will be addressed by the information gathered during the session.
• Develop five to six questions - Session should last one to 1.5 hours -- in this time, one can ask at most five or six questions.

2. Coordinate With Your Staff On Planning the Session

• Scheduling - Plan Focus Group to be one to two hours long.
• Setting and Refreshments - Hold sessions in a conference room, or other setting with adequate air flow and lighting. Configure chairs so that all members can see each other. Provide name tags for members, as well. Provide refreshments, especially box lunches if the session is held over lunch.
• Select Participants - Focus groups are usually conducted with 6-10 members who have some similar nature, e.g., similar age group, status in a program, etc. Select members who are likely to be participative and reflective. Attempt to select members who don't know each other.

3. Conduct The Focus Group Session(s)

4. Produce A Report Summarizing Major Findings

• Present the findings to your Staff, Board or community
• Create presentation materials so you can share findings with other leaders in your community

Focus Groups are fast becoming the choice for nonprofit leaders hungry for information from the community, their clients and funders.  If knowledge is power, how much power do you need to thrive in a time of exponential change?