FAQ: Running Qual Research Groups
These are the answers to some of the questions people frequently ask about running Groups as part of a qual research project. If you cannot find the answers to your question, please ask us.
How many groups do I need to do?
It depends! This can vary according to how varied the sample is (and whether it needs to represent a tightly-focused group of consumers, versus a range of audiences), whether the aims are developmental or evaluative, and whether there’s any need for regional diversity in location … Obviously representing wider audiences and geographical variation will result in larger sample size, especially when research is likely to be critical in determining future development. For commercial projects, a loose rule of thumb is between 4-10 group discussions.
How many respondents should there be in a group?
The general average for UK groups is 8 respondents (although some clients and agencies can tend towards US norms of 10-12, while others can prefer more intimate sessions of 6-7 respondents). When respondent numbers fall to 4-5, this is typically referred to as a ‘mini-group’ – these can be very beneficial for more detailed probing of individual issues than would be possible with a greater number of people.
How do I select a sample?
This depends on the subject of research, and on the audience a client hopes to reach. Some may have in mind a niche audience of 16 year olds who play video games, so the overall sample size can be quite small. Other samples, especially in social research, may be required to represent a wider audience. Other commissioners may need to explore a broader range of consumers. A sample can be structured by age, sex, regionality, attitudinal segmentation, usership or non-usership of a certain product … although if each of these is applied rigorously, one can end up with an overly large sample. In practicality, a compromise position is usually reached allowing the study to cover most bases whilst keeping within the budget.
How long should a group discussion last?
Most groups in the UK last for one and half or two hours. Two hour groups are becoming increasingly common as this tends to be the norm across Europe. Longer sessions (three hours or more) are sometimes deployed for workshops or brainstorming sessions. Shorter groups (c. one hour) are also used when the subject under discussion is quite simple or the logistics of the project demand that more than two groups are held in one evening.
Should I do depths or groups?
Choice of groups vs. depths will vary according to subject matter, specific aims of the project and sometimes how tricky the audience is to recruit. Depths tend to be used when one really needs to understand individual motivations, behaviour and responses to a particular issue, especially when the subject matter is more sensitive. Groups tend to be more useful for creative exploration of a particular issue, when one needs to see and debate contrasting views, and when one is seeking consensus – So what is the best way forward etc.? Groups tend to be a more cost effective and efficient tool and can be more easily viewed by clients.