A note on how to moderate a focus group: for Housing Studies students

A note on how to moderate a focus group: for Housing Studies students (information from perplexity.ai)

My question 1: "My interest in doing my part-time 4-month Housing Studies dissertation project is to employ the focus group (with 5 participants) to conduct 1 session; due to time constraint, I could only afford to conduct a brief focus group session. My topic area is on "what are the level of confidence of the Hong Kong Gen Z to purchase an apartment in 2025 and the main factors that affect their confidence level". Two of the participants female Gen Zs; two are male Gen Zs; the last one is a lecturer in Housing Studies. Please suggest 4 questions to discuss in the focus group session. More importantly, please offer me some advice how to moderate the focus group session, as I have no experience in doing so."

The reply: "For the focus group on "the level of confidence of the Hong Kong Gen Z to purchase an apartment in 2025 and the main factors affecting their confidence," here are four suggested questions:

1. How confident do you feel about purchasing an apartment in Hong Kong in 2025? What reasons contribute most to your confidence or hesitation?

2. What are the main factors or challenges that influence your decision or confidence when considering buying property? (e.g., price, financing, government policies, market trends)

3. How do you perceive the current housing market and government measures related to home ownership for your generation?

4. What sources of information or advice do you rely on when thinking about buying an apartment, and how do these affect your confidence?

Regarding moderation advice for a novice with a 5-person mixed group (4 Gen Zs and 1 lecturer):

• Prepare your session by clarifying objectives and developing a discussion guide with clear, open-ended questions.

• Start with brief introductions and a friendly icebreaker to create a comfortable atmosphere.

• Maintain neutrality and avoid influencing opinions; let participants express themselves freely.

• Use observational skills to notice who is engaging or silent, encouraging quieter members gently and balancing dominant voices.

• Set ground rules emphasizing respect, openness, and that there are no wrong answers.

• Keep the discussion on track by gently steering back if conversations stray.

• Engage all participants equally, asking follow-up or probing questions like "Can you tell me more about that?" to deepen insights.

• Be authentic and approachable to build trust and encourage honest sharing.

• Manage your session time carefully to cover all questions while allowing meaningful discussion.

This approach ensures effective data collection and a positive group dynamic despite your lack of prior moderation experience."

My question 2: "What if one or two of the participants are reluctant to talk? As a moderator, what are the techniques to deal with this situation in the session?"

The reply: "When one or two participants are reluctant to talk in a focus group, there are several effective moderation techniques to encourage their participation without putting pressure on them:

• Gently invite them by saying something like, "What’s your take on this?" or "I’d like to hear from those who haven’t spoken yet" to create a welcoming invitation to share.

• Use open-ended questions that encourage expression without the need for right or wrong answers, which helps quieter participants feel more comfortable.

• Create a safe and respectful environment by setting ground rules at the start, encouraging all voices to be heard, and reminding talkative participants to share airtime.

• Use smaller group discussions or paired interactions briefly within the session if possible, as smaller settings are less intimidating for quiet individuals.

• Allow strategic silences after asking a question, giving participants time to think and respond at their own pace.

• Incorporate non-verbal methods such as writing down thoughts anonymously or using visual tools, allowing contributions without speaking up immediately.

• Provide positive reinforcement by validating quieter members' contributions when they do speak, encouraging further sharing.

• Avoid forcing participation; respect if some prefer to listen rather than speak, but keep them engaged through gentle encouragement and attentive listening.

These strategies help foster balanced participation and a comfortable atmosphere for all group members, especially novices to moderation."

A collection of blog notes on using chatgpt for research purpose.