Focus Groups are discussion groups of between 8 and 15 people. They provide an opportunity to share individual viewpoints on key issues in your organisation through a planned discussion. Generally focus groups consist of participants who are similar in some way (eg level in organisation, gender, role).

How do they work?

Focus groups usually meet for approximately one hour to answer questions about the workplace as they see it. Through facilitated discussion, participants share their perceptions on issue(s) and provide qualitative data. Emphasis is on getting a picture of the organisation from the perspective of the participants.

Details of the discussion are recorded and the group agrees on a list of discussion conclusions.

Value of Focus Groups

• Not difficult to organise
• enables participants to think about issues within their immediate context;
• provides an opportunity for reflection;
• provides an opportunity for participants to express how things are and how they would like them to be;
• provides opportunity to raise concerns and identify values;
• highlights specific issues in need of particular attention;
• reveals strengths and weaknesses;
• establishes the basis of an action plan;
• can provide sampling of specific quotes from participants;
• provides insights about where the organisation stands in relation to cultural diversity awareness and practices;
• captures emotion relating to issues;
• sends message that organisation is interested in group’s input;
• discussion can draw out other issues that are less obvious but equally important to issue under discussion;
• can get qualitative information to clarify survey results.

How do I organise a focus group?

• get commitment from senior management to the process;
• decide types of group (eg managers, women, younger staff);
• decide who will participate in each group;
• advise participants of the objectives of the focus group;
• assure participants of the confidentiality of their responses;
• ensure that a credible facilitator is available to facilitate the discussion.

What is the facilitator's role?

• provide a safe environment in which to express views;
• handle information sensitively and professionally;
• manage process so it does not degenerate into a gripe session;
• promote objectivity - no particular perspective will carry more weight than others;
• set appropriate boundaries - eg no debate of views at initial stage, no naming of individuals;
• ask open-ended questions - eg What's working well? What needs improvement ?
• observe participants;
• keep focus group on track;
• summarise responses.

Useful Questions for focus groups 

• On a scale of 1 to 10 how supportive is your workplace to gender /cultural difference?
• What things does your workplace do well and what things not so well?
• Do you think everyone gets treated fairly and with the same degree of respect?
• Do you think everyone has the same opportunity to develop within the organisation?

Using Focus Groups to follow up survey data

Focus groups can be used to expand on responses from your Employee Survey and provide qualitative information on issues identified.

For example :
Your Employee Survey data responses indicate that fewer women than men support the statement “This organisation provides equal access to training for men and women”. This could highlight an equal opportunity issue for women in your workplace.

How can I use focus groups to see if this is the case?

• Talk to women to identify reasons for their response to the question.
• Find out what women see as the reason for reduced access to training and their perception of the value of training for them - "What's in it for me?" / "What's in it for the organisation?"
• Identify how women find out about training. Do they know what training is available?
• What do women see as constituting training? 
• Look at the hours training is conducted. Is training run when women can attend? Are they unable to attend training if it is run after work, at a different location or in a long day session where there are no alternatives for child-care?
• Identify whether there are differences between the type of training offered to men and that offered to women. Why is there a difference?

For more information see:

• Focus Groups How To Guide  - Griffith University

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