Ideally, focus groups should have one common goal so that the discussion will not become too fragmented. The topic or question should allow for six to 10 participants, and include more than one group so as to have a good sampling of the opinions that each group represents. Groups usually cover about five main questions in a setting where everyone can see one another, such as at a round table or chairs arranged in a circle.
The information derived from the sessions is useless unless the findings are clearly communicated to the company who requested the focus group. Recording the sessions allows the evaluator to analyze the information in a careful manner. The quality of the results depends upon the resources allocated for training facilitators and having appropriate evaluation tools, like questionnaires or surveys. Nonverbal communication should also be noted as it may have just as strong of an impact on the topic as spoken communication.
Evaluation tools, like questionnaires and surveys, are relatively inexpensive to create and analyze. Focus group participants can help create the evaluation tools and clarify terminology used to describe what is being investigated. Their prior knowledge of the issue helps to develop a more comprehensive survey, making it more purposeful. Focus groups help evaluators gain a greater understanding of the key questions by delving deeper into issues than what can be represented through those surveys or questionnaires.
Focus groups do not always hit the intended target. Depending on the topic and the moderator, group members may not be totally forthcoming in their opinions, or they may simply go along with the crowd. The questions that are set for the discussion may influence the group process by exposing personal feelings that the participants may not feel comfortable revealing. It is important that the atmosphere is such that there is a respect for diversity of opinion.