Focus Groups: By Telephone

jump over navigation bar[Description] [Pros] [Cons] [Common Uses] [Resources]

Description

This tool is a qualitative method of data collection wherein a skilled moderator facilitates discussion on a selected topic among a small group of respondents, allowing them to respond spontaneously to the issues raised. Telephone focus group sessions usually last about 60 to 90 minutes. For focus group research to be most valuable, the moderator must voice the research topics, establish an environment in which all points of view are welcome, and follow up on unexpected but potentially valuable topics that are raised.

When focus groups are conducted by telephone, the moderator and participants speak by conference call with observers listening and taking notes. Telephone groups may be recorded by audiotape. Typically, 6 to 8 people participate.

Pros

  • Interaction in groups can help elicit in-depth thought and discussion.
  • Considerable opportunity to probe answers
  • Can yield richer data than surveys about the complexities of audience’s thinking and behavior
  • Telephone focus groups can be more easily convened than in-person groups when participants’ occupations/lifestyles afford little free time (e.g. doctors, mayors); reduce travel burden on research staff; and can allow for broad geographic representation
  • Allow for project staff and partner to listen from their homes or offices
  • Allows for participation of persons with limited mobility (e.g. due to disability or illness)

Cons

  • Findings not generalizable
  • Respondents may be concerned about lack of anonymity
  • Telephone groups tend to work best when participants have tangible materials to which they can respond (e.g. pretesting materials)
  • Long distance phone bills for groups can be expensive, especially if many people listen in
  • Productive sessions by phone cannot usually be sustained more than 1 to 10 hours
  • Difficult to share visuals without prior planning (materials must be mailed out beforehand)

Common Uses

  • Explore complex topics with target audience prior to program (e.g., what helps/hinders healthy eating)
  • Learn about feelings, motivators, past experiences related to a health topic
  • Test concepts, message materials, and artwork
  • Generate and test hypothesis

Resources

For guidance on how to plan focus groups, see Steps for Conducting Focus Groups and In-depth Interviews (PDF 178K).

See a screener used to recruit physicians for telephone focus groups for an evaluation component of an H.pylori campaign: Screener_Phone_Groups.pdf (PDF 63K)

See a guide used for telephone focus groups with pharmacists for formative evaluation for an H.pylori campaign: Guide_Phone.pdf (PDF 114K)

See topline reports summarizing the results of telephone focus groups with physicians for an evaluation component of an H.pylori campaign: Toplines_Phone.pdf (PDF 390K)

See final report of the results of telephone focus groups with physicians for an evaluation component of an H.pylori campaign: Final_Report_Phone.pdf (PDF 799K)