Introduction

Conducting the group discussion is the central activity in focus group research. The central figure in the group discussion is the moderator who is responsible for managing the group discussion using a pre-prepared discussion guide. Effective moderation of the group discussion is a challenging but critical task, as the group discussion needs to be carefully managed to provide sufficient information to respond to the research questions. This chapter describes the roles of each member of the focus group team during the group discussion, with particular emphasis on the tasks of the moderator. The process of focus group moderation is described, highlighting the various stages of a discussion and the role of the moderator during each stage. A range of moderation techniques is described in this chapter to assist in promoting an effective and productive group discussion and to identify and manage difficult group dynamics.

Roles of the focus group team

A focus group team typically comprises the moderator, a note-taker and occasionally an assistant. The common role for all team members during the group discussion is to create a friendly and welcoming environment for participants. If participants feel uneasy during the discussion this may affect their contribution to the discussion and therefore the quality of the data. Serving refreshments before or during the group discussion is a common way to promote social cohesion amongst group members. The specific roles of each member of the focus group team are described in turn below.