Working with focus groups
From Our Toolkit
Focus groups are useful method of evaluation if you want to explore a specific area in more depth, this can range from asking people about an interpretation element of an exhibition to a new resource you are developing for schools.
Getting started
Focus groups are used to gather thoughts and opinions rather than facts and figures in a guided discussion. Focus groups are usually small between 5-10 people and incentives, refreshments and sometimes travel are provided for those who attend.
SHARE Museum East’s Focus Group Guide and the Citizen Advice Bureau’s How to run a focus group are a good starting point.
Consulting with existing groups and audiences
A focus group can be used with groups you already have a good relationship with, for example a Friends organisation, a local community organisation or you can build a group. There are agencies that can help you recruit participants, ask around to see who other heritage organisations use, you can also use you own networks and contacts – your mailing lists, website, and social media to help you find participants.
Examples of groups that can be used to consult with a specific audience:
- Teachers – Natural History Museum Teacher’s Advisory Network
- Visitors with physical disabilities – Royal Pavilion and Museums’ Access Advisory Group
- Young people – Kids in Museums – How to set up a youth panel
They can also be used to help inform your collecting:
- Collections Trust’s Running a Revisiting Collections Focus Group
