Employee focus groups can dig deeper into problems and causes identified in employee surveys, and can surface suggested solutions. Once you have determined the purpose of your employee focus group, what questions will be asked, and have finalized the timing and location of your focus group, it’s time to ensure you’re ready to facilitate the discussions.
Use the following step-by-step facilitation guide below to gather open and honest employee feedback.
For a step-by-step guide on planning your employee focus group, make sure to read “Part 1: Dig Deep with Employee Focus Groups – Experiences, Feelings, and Preferences Unearthed“.
Often participants don’t know what to expect from focus group discussions. It’s helpful for the facilitator to outline the purpose and format of the discussion at the beginning of the session to set the group at ease. Participants should be told the discussion is informal, everyone is expected to participate, and divergent views are welcome. Rapport is important to the facilitation process because it can dramatically influence the willingness of participants to answer questions, and how openly and honestly they answer the questions they’re asked.
Let participants know you’re there to learn from them.
At the beginning of a focus group, it’s helpful to let everyone know about some ways to make the process smooth and respectful for all participants. The following are some recommended guidelines or “ground rules” that help establish a group norm:
Once the above ground rules have been presented, it’s important to ask participants if they have anything to add to the list.
When posing a new discussion topic, allow a few moments for each member to carefully formulate their answers. If one or two people are dominating the meeting, call on others. Consider using a round-table approach giving each person a minute or two to answer the question. If domination persists, bring it to the attention of the group and ask for ideas about how participation can be increased.
Active listening allows you to probe effectively and at appropriate points during the focus group. It involves not only hearing what someone is saying, but also noticing body posture and facial gestures that might provide clues as to the appropriate or necessary ways to engage participants.
While showing participants that you’re actively listening and interested in what they’re sharing, remain as neutral or impartial as possible, even if you have a strong opinion about something. Comments that infer your opinion and impose judgment will shut down discussion.
If participants give incomplete or irrelevant answers, probe for fuller, clearer responses. A few suggested techniques are:
Stick as closely as possible to the agenda and time frames in order to touch on all questions planned. At the end of the session tell participants if they feel they didn’t have time to make a point or suggestion to write it on the notepad provided and hand it to the facilitator before leaving.
The note taker/reporter may be in the best position do this.
Tell participants they’ll receive a copy of the report generated from their answers, reiterate the commitment to mutual confidentiality, thank everyone for coming and adjourn the gathering.
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