Mini-Focus Groups

Mini-focus groups are used for the same purpose as focus groups, but generally consist of 4-6 respondents. Why the smaller number?

There are a number of reasons including:

• To provide each respondent with more “air time” to discuss a complex topic (e.g., business executives);
• To facilitate a more in-depth discussion and allow for sufficient time to explore and probe any relevant issues that may arise spontaneously during the discussion
• To create a greater feeling of intimacy for a personal or sensitive topic
• Because stimulus is limited and the number of respondents needs to be restricted to what is available
• The recruit is going to be difficult so it is a realistic number to expect
• When conducting sessions with children because of their more limited attention span, and needing more time to express their thoughts and feelings, and requiring more individual attention and recognition from the moderator

Mini-focus groups can also be conducted online via web cam, which typically are comprised of 4-5 respondents and last 60 – 90 minutes. This method offers many of the advantages of in-person groups as well as the benefits of:

• Enabling respondents to participate from the comfort of their own environment (e.g., home, office)
• Including respondents from a variety of geographic areas (including rural ones)
• The moderator and viewers being able to see respondents’ non-verbal cues
• Respondents being able to do a “show and tell” of an item from their home or office
• Viewers can communicate with the moderator or other viewers in different locations via text boxes (e.g., probing questions) while the group is taking place
• Not requiring any travel for respondents, viewers or moderator