Editor’s note: Grace Fuller is a qualitative research consultant and moderator coach with Fuller Research Services, Inc., Portsmouth, Va.
Focus group introductions are essential for setting the stage to gather needed data from qualitative research respondents. A well-done introduction sets the tone for the next few hours. It welcomes the respondents, helps to put them at ease and presents information that must be presented to conduct legal, ethical research, e.g., notification of videotaping. The introduction sets up expectations for respondents. Through actions, such as energy, level and tone of voice, the moderator models appropriate behavior for respondents. Most importantly, the introduction provides an opportunity for the moderator to connect with each individual in the room to begin the process of building a group from a bunch of people.
Below is my current introductory script that has evolved over the years. Although it is presented here in black and white, I continue to change and shape it through my experiences. I am constantly editing it. Sometimes even seemingly minor changes in words and phrases represent a lot of thought on my part and those of my colleagues who share their experiences and ideas with me. For example, I have changed "need to go smoke" (implies lack of will) to "want to go smoke" (hopefully implies choice). Additionally, the intentions and explanations, which are written in italics here, are important for understanding the words I’ve chosen to say.
Each experienced moderator creates a script that reflects her or his own style while presenting necessary information and establishing expectations for the path of the discussion. The script below is not intended as gospel but is offered as one way of creating an atmosphere of mutual respect for gathering rich qualitative data.
Stepping into the waiting area from time to time:
"Hi, I’m Grace. Are you all getting something to eat?
"We’ll be starting soon. We’re waiting on a few more people to arrive. I understand the traffic is bad today. Did any of you have problems getting here? Even if we start a few minutes late, I promise you we’ll end on time. If you need to use the rest room or smoke, this would be a good time."
I’m acting as hostess, helping to create a welcoming environment. Early arrivers have sometimes been waiting for 20 to 30 minutes by this time. Giving them an opportunity to use rest room facilities/smoke now means it’s less likely that they’ll have to leave during the discussion.
"We’re going to go back to another room in a few minutes. Last chance to grab some food out here. When we leave this room, the food fairies come take all this food away."
This gives people warning that they’ll be moving to another room. It’s also an attempt to encourage shy people to go ahead and help themselves to the food that’s available. It never works completely, but I keep trying. Invariably, some people won’t get up to get food or another drink until they all stand up to go back to the discussion room.
"Let’s go back to the discussion room now. Bring your personal belongings with you and whatever you’re eating or drinking. Does everyone have their name tag or name card, whatever they’re called? Okay, let’s go! (After we wait for last minute food-grabbers!)"
I am attempting to add informality to the situation, to ease any anxieties they may have, to let them know I’m not uptight about all this "procedure." Also, I prefer to take respondents to the discussion room personally to establish I’m the leader.
Entering discussion room:
"Please come on in. Have a seat wherever you’d like, except where it says ‘Grace.’ That’s me. Does everyone have a drink or whatever you want? There’s more coffee and soda over here. Let’s just put these cookies/M&M’s on the table so everyone can get to them. Does the room feel cool/warm enough for you? If not, let me know and I’ll get someone to fix it for us."
I always have a tent card with my first name on it to signal that I’m part of the group too. I also remove or add chairs as needed so that there are not empty chairs at the table. Before bringing respondents into the room, if the moderator’s chair is too different, e.g., too tall or throne-like, then I switch it out and get a chair similar to the respondents’ chairs.
All of the paragraph above is done and said in a playful manner. I’m "fussing" over them, like a hostess. It’s to let them know I care about their comfort and that it’s okay to let me know if they need something.
Upon sitting down at group discussion table:
"Hello again. My name is Grace Fuller. I’m an independent researcher and I want to welcome you all today. Thanks for coming out (in this bad weather/ on such a beautiful day/ during the last night of the World Series.)"
To acknowledge whatever obstacle they had to overcome to meet their commitment for participating.
"We’ve invited you out today to explore X (summary purpose of research topic). Let me explain a little bit about the format tonight. We’re going to engage in a small roundtable discussion. It’s not a one-on-one discussion where first I talk to you, then to you, and so forth around the table."
As I say the last sentence above, I actually look around the table and attempt to make eye contact with each person.
"This is working best when you guys are talking at least two-thirds of the time and I’m talking no more than one-third. I’m here to pose questions and ideas and to keep us on-track in order to get us out of here on-time, at X o’clock as promised."
Most of the sentence above was developed in response to working with inexperienced clients who expected me to be more "in control." I’m not completely happy with it and am in the process of replacing it with some other ways of expressing my role. I plan to keep the sentence because it is intended to let everyone know I live up to promises and they don’t have to worry about running overtime.
"I want to assure you there are no wrong answers here tonight. This is about your ideas, feelings, and experiences. If Joe says he has had positive experiences with something and you haven’t, we want to hear it. Even if it feels like you are the only one in the room that feels that way. We want to hear it all, as much as our time tonight will allow. And if you change your minds during our discussion, that’s okay. In fact, if you do, please let me know because that’s helpful information to me."
I’m also in transition on this part, too. I’m trying to set up an atmosphere where everyone will feel comfortable sharing, but not pressured to share. I don’t feel we have paid them to talk and everybody should have the floor an equal amount of time. Some people have to speak more words to tell what they need to say.
"Our discussion tonight is being taped (if video as well as audio, then I say that). This is a one-way mirror behind me and there are people back there who are interested in what you have to say. We keep them back there so they can talk among themselves without bothering us."
Legally and morally we must inform our respondents about the mirror, observers and audio/video taping.
"This is a non-smoking room. If you want to smoke or use the rest rooms, please step out and (hostess name) will assist you. I ask that you leave one at a time, please, so we can continue our discussion. And please, help yourself to food & drinks anytime during our discussion."
This is general housekeeping information, but I want to let them know I’m concerned about their well-being.
"There may be other things, but we’ll address them as they arise so we can go ahead and get started."
I don’t tell them to speak one at a time or offer other "rules" that may inhibit discussion. I wait until the group dynamics and excitement take off, and then, if it’s necessary, I ask them to speak one at a time because I want to hear what everyone has to say. If I have to, I remind them of the tape and that others later will want to hear what they had to say.
"I said earlier we don’t have to go around the table, but I break my rule to give you an opportunity to introduce yourselves to me and to each other. Please tell us just your first name and (whatever is appropriate to the group and research topic). I have a left-hand bias, (name of person to my left), so I would like to start with you and go around the table like this (and I look each person briefly in the eyes as I look from left to right)."
There are few hard, fast rules. As each person finishes her or his introduction, I look at them directly, say their name and thank them for coming. I don’t break eye contact and move on to the next introduction until that person and I have made a connection. Some people don’t look at me directly until I’ve said their names and I wait for acknowledgement. If I can tell that someone finds it difficult to make direct eye contact, then I move on to the next person. I don’t insist; I just don’t rush. And I don’t ask for full names to let them know they have privacy protection, as per CMOR’s "Respondents’ Bill of Rights."
"Thank you, Cindy, and thanks for joining us tonight."