Focus groups are a way of conducting primary research. They are essentially a group interview that allows discussion and communication between research participants to generate data quickly. (Kitzinger, J. 1995) suggests that a focus group is a useful method to explore and examine individual’s knowledge and experiences. Because of this a focus group will be an appropriate method to source research, which can be used within the major project.
Organisational skills will be required in order to prepare for a successful focus group. Questions to be discussed within the focus group were prepared which are open-ended questions (who, what, when, why, how). Opened-ended questions will be used in order to prompt more responses and allow individuals to elaborate on their thoughts. As well as preparing the discussion questions, organising how the focus group will run should be considered. Ensuring that there are clear objectives will make certain that the makeup artist finds out relevant information to the topic and objectives. Being able to pilot the focus group before hand will help with timing verifying a time that will prevent participant fatigue. Moreover, selecting appropriate language to use within the focus group should also be regarded. Participants may not be familiar with terms revolving around the topic so avoiding this will prevent confusion.
Keeping control of the session is a must. It is imperative that the makeup artist establishes control by reigning in participants if they go off track with any of the questions. This may be done verbally in a polite manner, or by simply raising a hand “to steer conversation back in the right direction.” Thompson, G. (2016). Staying mutual throughout the discussion is also a very important factor to upkeep to affirm authority and discourage becoming biased or one-sided. Utilising all of these factors will give the makeup artist a successful focus group in which they can use relative and useful information and feedback from selected individuals in order to embed within the major project.
Kitzinger, J. (1995) Focus Groups: method or madness? In Boulton, M. (ed) Challenge and Innovation: Methodological Advances in AIDS Research. London : Falmer Press.
Thompson, G. (2016) 8 tips for running a tip top focus group [Online] Available at https://www.bunnyfoot.com/2016/08/8-top-tips-for-running-a-tip-top-focus-group/ (Accessed 12th December 2021)
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