Qualitative Approaches for Food Security Assessment

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Exercise 3.1. Focus Group Discussion Role Play Game

Behavioral techniques for building rapport in focus groups

Fostering a relaxed, positive atmosphere Establishing mutual respect among researchers and
group members
Be friendly
Set ground rules at the beginning of the focus group
Smile
Have a humble attitude
Make eye contact with participants (if
culturally Do not be patronizing, for example, by unnecessarily
appropriate) repeating everything participants say or talking
down to them
Speak in a pleasant tone of voice
Do not scold or berate participants for the content of
Use relaxed body language their responses or for personal characteristics

Incorporate humor where appropriate
Be patient and do not rush participants to
respond
Do not allow any participants to berate others in the
group
Do not coerce or cajole participants into responding
to a question or responding in a certain way

Examples of Effective Probes (good for both discussions and interviews)

Direct questions: Indirect probes:

What do you mean when you say . . .? Neutral verbal expressions such as uh huh,
Why do you think . . .? interesting, and I see
How did this happen? Verbal expressions of empathy, such as,I can
How did you feel about . . .? see why you say that was difficult for you
What happened then? Mirroring technique, or repeating what the
Can you tell me more? participant said, such as, So you think food is
Can you please elaborate? generally available. . .
Im not sure I understand X. . . .Would you Culturally appropriate body language or
explain that to me? gestures, such as nodding in acknowledgment
How did you handle X?
How did X affect you?
Can you give me an example of X?

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Rapid Emergency Assessment Focus Group Moderator and Note-Taker Role Guide

You are a three member qualitative assessment team that has been tasked with undertaking a
research of the cars market for an investor who is thinking of establishing a car dealership near the
headquarters of scores of international organizations, including several UN agencies. As part of
your research plan, you plan to conduct a focus group discussion with employees from these
organizations. The purpose of the discussion is to gather information on car brands that are
preferable to employees and their families, and factors that employees consider when purchasing a
car. Moreover, to augment previous research findings, you seek to field employees opinions about
possible marketing and promotional strategies.

Using the attached guidelines, Your task is to moderate the discussion and organize your team in a
way that enables you to capture everything that participants say, for later analysis. Make sure to
decide who will moderate and who will take notes. Attached also is suggested note-taker form. One
of you will have to observe the entire process and be ready to assist with the logistics, if needed.

You will have 10-15 minutes to prepare for your task. Make sure to review the discussion guide and
prepare yourself for handling the unexpected. The employees are generally eager to participate
and have a lot to say, so it is not necessary to plan for asking all the questions in the guide (although
in a real case scenario you will have to).

You will have about 40-45 minutes of discussion time, after which you will be invited to debrief the
group about your experience.

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Focus Group Interview Guide

Objective: Assess quality and non-quality dimensions participants consider when making car
purchasing decisions. Make recommendations for a business and marketing strategy.

Participants: 10-12 car owners, all of whom are employees of UN organizations and local NGOs.

Questions

1. Lets go around and have every one say your name and the make and model of the car they drive.

2. What are other cars that employees in your organization drive?

3. What were the general things you looked for in the cars you bought?
Probes as appropriate?

5. Are you willing to pay extra for a better performing car? If so, how much and for what?

6. Are you willing to pay extra for additional safety features? What are these features? How much?

7. How do your purchasing decisions differ from others in your organization?

8. A local businessman is planning to open a dealership in your community next month and is now
in the process of developing his business and marketing plans, what advice do you have for him?
1- Brands to carry?
2- Services to offer?
3- Facilities?
4- Things to avoid?

9. Where do you get information about cars and car deals?

10. Describe sales or pricing or special offers that have gotten your attention?

11. How should the new dealership get the word out to people in the community? Where should
they advertise? (prompts: newspaper, radio, mail, flyers, coupons at other stores, raffles giveaways
like or mugs/pens/pads/etc., sandwich boards on the street)

Closing: Thanks again; entertain questions or comments if theres time.

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Focus Group Interview Note-Taker Form

No. ______________

Site ___________________________ Date: _____________________________

Number of Participants: ________ Men Women _________ Total ___________

Moderator: _______________________ Note-taker: _______________________

Start: ___________ End: _________

Seating Chart

Page No. ________

Question Responses Observations

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(No. or key words)

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Page No. ________

Question Responses Observations

(No. or key words)

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Question Responses Observations

(No. or key words)

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Page No. ________

Question Responses Observations

(No. or key
words)

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Focus Group Discussion Game Participants Role Guide

You are an employee of a UN or other international organization in a city that is home to many head
offices of international organizations. You have been invited to attend a focus group discussion that
will discuss your experience as a car owner/driver. While you have a lot to say on the subject given
that you have had cars for years, you do not know why you have been invited. The only reason you
decided to attend is because a close friend asked you.

The assessment team will most probably ask you about the following:

1. What car you drive?

2. Why you have purchased the car you drive now?

3. What has been your experience with your current and previous cars?

4. What things you for in a car?

5. What car offers have you considered?

6. What makes a good car offer?

7. What do others think?

Take a few minutes to organize some thoughts and be ready to engage in a lively discussion. Your
role is to say what comes to your mind.

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Focus Group Discussion Game Talkative Participant Role Guide

You are a talkative participant. Once you are given the opportunity to speak, you will not stop
unless you get a clear cue that what you are saying is not appreciated or that no one is listening .
You will provide anecdotes at length, and you will get into details. For example,

If asked to introduce yourself you will mention your full name, where you work and how
long you have been there.

If asked about what car you drive, you will try to mention all the cars you have had or
driven.

If asked about what others drive, you will start naming all the people you know and the cars
they drive.

Try your best to play your role, but do not be excessive. You will talk if given the opportunity, but
you will not speak out of turn.

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Focus Group Discussion Game Prone-to-Interrupt Participant Role Guide

You are not a good listener, generally and you have a tendency to interrupt others when you have
something to say. During the discussion you will interrupt others (including the moderator) at least
four or five times. If the moderator establishes a rule that no one should speak out of turn at the
beginning of the discussion, you will most likely respect this rule for the first five minutes, but you
nature will take over afterwards.

Generally, you are not attentive to your interruptive nature, and thus you will not apologize for
interrupting others while speaking. On occasion you apologize, but this does not stop you from
doing it again.

Try your best to play your role, but do not be excessively interruptive. You will interrupt with small
remarks sometimes, and long interjections other times; but you are still a participant who has
something to say.

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Focus Group Discussion Game Aggressive/Angry Participant Role Guide

You are coming to the focus group discussion after a big argument with your boss at work, and you
want to vent. The focus group seems like a perfect opportunity. You will show anger that proper
introductions were not made, or if the Moderator cannot control the group. You will be verbally
aggressive if someone interrupts you or interrupts others. If a question is not clear you will show
resentment.

You will look for things that go wrong and will make a point them out with an unappreciative
gesture.

While you are asked to act angry and verbally aggressive, you do not want to be overly so to let
things flow. At the end of the day, you are a participant who could enrich the discussion and have a
lot to say.

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