eval

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http://telematics.ex.ac.uk http://www.molli.org.uk

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http://telematics.ex.ac.uk http://www.molli.org.uk  Group interviews with target group sample Open discussions on topics of interest to researcher The topic itself must engage the participants. (Morgan, 1988) A form of qualitative research ' a lively conversation among friends' tape recorded (not videoed), plus paper evidence     What is a focus group?

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  quick, cheap, easy to set up: an effective small-scale survey requiring low budget opportunity to observe a large amount of interaction on a topic over a limited period of time. permits an open survey that allows researchers to adopt an 'openness to alternatives' (Krueger, 1997) generates 'users’ spontaneous reactions and ideas through interaction between participants' (Nielsen, 1993) complements other data collection methods: e.g questionnaires, interviews, observation     Focus group pros

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http://telematics.ex.ac.uk http://www.molli.org.uk not natural settings do participants say what they think or what they think you want to hear? do groups reflect individual opinions or group behaviour (tribal instinct?)? may go off track if not managed carefully may fail if groups doesn’t gell     Focus group cons

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Focus Group 1: educators Context setting Visit and intro to Yoruba collection (curator) Presentation of artist in residence (ed officer) video of Emmanuel Jegede sculpting, poetry reading, printing     Yoruba Focus Group Procedure

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Brainstorm Pairs brainstorm to sheet: off-line ideas, on-line ideas Set time limit: 5 mins     Yoruba Focus Group Procedure

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Brainstorm Pairs brainstorm to sheet: off-line ideas, on-line ideas Set time limit: 5 mins     Yoruba Focus Group Procedure

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Selecting ideas stage 1 Ask pairs to choose up to 10 best ideas: put onto index cards (GS) Set time limit: 10 mins     Yoruba Focus Group Procedure

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Selecting ideas stage 1 Ask pairs to choose up to 10 best ideas: put onto index cards (GS) Set time limit: 10 mins     Yoruba Focus Group Procedure

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Selecting ideas stage 3 Collect cards into packs Add in 8 cards with ideas previously generated by MOLLI ed officer and MOLLI researcher Go through each card as quickly as possible getting accept reject or maybe verdicts from plenary. Join ideas (cards ) together as requested.     Yoruba Focus Group Procedure In practice this took longer than the ten minutes planned, rejected too few ideas (3) but became the session where ideas were most fully explored.

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Selecting ideas stage 4 Split back into new pairs Pair 1 get on-line deck of cards, pair 2 get off-line deck of cards Groups asked to set out cards in a priority pyramid. i.e. best idea at top next best ideas at next level and so on. Some recombinations of ideas took place Ask groups to add in 'salt line' above which they would absolutely like to see the ideas be implemented     Yoruba Focus Group Procedure

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    Yoruba Focus Group Procedure

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Focus Group 2: parents Nearly identical process (shorter) Ideas generated by first focus group added into card decks prior to accept/reject sorting     Yoruba Focus Group Procedure

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Focus Group 2: parents     Yoruba Focus Group Procedure

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Final stage Compare results from both groups to determine basic content specifications and implement draft design of WWW site prior to pilot testing.     Yoruba Focus Group Procedure

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References Krueger, R. (1998). Analyzing and Reporting Focus Groups. Thousand Oaks: Sage Morgan, D. (1988). Focus groups as qualitative research. Sage University Paper Series on Qualitative Research Methods, Vol. 16.Beverly Hills: Sage Nielsen, J. (1993). Usability engineering. San Diego: Academic Press     Yoruba Focus Group Procedure