Questioning Strategies for Focus Group Discussions

One of the most frequently abused qualitative method is the Focus Group. It is so easy for persons to convene a group of 5-12 persons in a (virtual) room, ask them a series of questions in no particular order and then claim that a Focus Group Discussion (FGD) took place.

However, technically sound FGDs follow a structured process that begins with identifying the evaluation/research questions, having a selection strategy for the group composition, choosing an adept moderator, facilitating the discussions with a questioning strategy, analysis and follow up.

This article focuses on the questioning strategy. Yes, there should be a plan for how and when questions are asked in FGDs.

There are two main questioning strategies for conducting FGDs; the Topic Guide and Question Route

The Topic Guide

Think of the Topic Guide as your roadmap. It gives you a general idea of the terrain you want to cover, but it’s flexible enough to let you take interesting detours along the way. This approach is great when you’re exploring a subject and want to leave room for unexpected insights.

With a Topic Guide, you’re not stuck following a rigid path—you can follow the conversation wherever it naturally leads. It’s like having a conversation where you’re ready to dive deeper into any topic that sparks interest.

The Question Route

On the flip side, the Question Route is more like a step-by-step guide. It’s structured and helps you navigate the discussion in a specific order. This approach is perfect when you need consistency, like when you’re comparing data across multiple FGDs.

With the Question Route, you’ve got a clear sequence of questions to follow, ensuring you hit all the key points you want to cover. It’s reliable and ensures that no important topic slips through the cracks.

How to Make Your Questions Flow

No matter which strategy you choose, how you flow from one question to the next is crucial. You don’t want the discussion to feel like a checklist of questions. Instead, it should feel like a natural conversation where participants feel comfortable sharing their thoughts.

Like a funnel (or an inverted pyramid), the questions should start out general and then get more focused and specific as the FGD progresses.

Picture it like a funnel or an inverted pyramid. Start with broad, general questions that ease participants into the discussion. These opening questions are like warm-ups, helping everyone get comfortable and start thinking about the topic. As the conversation progresses, gradually narrow your focus with more specific questions. By the end of the discussion, you’re digging into the details, uncovering those deeper insights that really add value to your research.

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Even with a plan in place, flexibility is key. Sometimes participants will bring up unexpected but valuable points, and being able to pivot the discussion to explore these new ideas can lead to richer conversations. The best FGDs feel less like an interview and more like a conversation that naturally evolves, so be ready to adapt as you go.

Curious to learn more about Focus Group Discussions? Join the webinar series on the topic.

Visit here for more information https://www.annmurraybrown.com/single-post/webinars-on-focus-group-discussions-fgds