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Designing and Conducting Focus Group Discussion Training


A focus group discussion is a form of market research where a small group of 8 to 10 people may be brought together and led by a moderator to discuss their opinions, preferences, beliefs and attitudes towards certain products or services, with a view to have a qualitative insight into a small section of the brand’s target.

This training gives participants an overview of the role and function of using focus groups as a method of data collection in qualitative research. It aims to equip them with additional skills and techniques necessary for facilitating focus groups to a high standard in applied research settings.

3 Days


  • Discuss the use of focus groups as a qualitative research method
  • Identify the key stages in organizing and conducting focus groups
  • Explain the role of the moderator in facilitating focus groups
  • Design a topic guide
  • Moderate a focus group
  • Be able to appreciate the role and value of using focus groups
  • Be able to assess when and why it is appropriate to use focus groups as a method of data collection
  • Be able to demonstrate a clear appreciation of the role of the moderator in focus group situations
  • Be able to adapt the key skills of listening, questioning and probing to the group context
  • be able to implement some of the skills and techniques necessary for facilitating a group dynamic
  • Be able to understand the range of practical considerations which are needed when organizing focus groups
  • Have practical experience of observing, participating or facilitating focus groups


It is suitable for those with little or no understanding of focus group method as well as those wishing to review and broaden existing skills, professional practicing as Statisticians, Economists, Researchers, Nutritionists, Financial Analysts, Monitoring and Evaluation Specialists, Logisticians, planners, Data Analysts and Data Managers and Information Systems Managers. Participants who want to broaden their knowledge in conducting surveys may also apply.


  • Introduction to Focus Group Discussions
  • Purpose of Focus Group
  • Advantages and Disadvantages of Focus Group
  • The role and use of focus groups in social research
  • Designing focus groups
  • Focus group demonstration
  • Moderating with a topic guide
  • Engaging group participants in the discussion, keeping focused on the research questions
  • Focus group practical sessions
  • Identify the process of developing questions
  • Coping with complex questions
  • Deflecting questions about "facts"
  • Define the key research question
  • The role of the moderator
  • Describe ethical practices
  • Maintain a cooperative environment
  • Research design issues
  • Development of the Moderator's Guide
  • Refining the research question (outcomes/hypotheses)
  • Idea generation versus debate generation
  • Opening procedures
  • Principles for structuring the guide
  • Closure questions
  • Sample design for focus groups
  • Selection and recruitment of participants
  • Report Preparation
  • Finalization of Individual Research Designs and Moderator Guides
  • Open Q&A
  • Wrap Up Focus Group


Participants should be reasonably proficient in English. Applicants must live up to Indepth Research Services (IRES) admission criteria.


The instructor-led training is delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web-based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.

All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.


Upon successful completion of this training, participants will be issued with an Indepth Research Services (IRES) certificate.


The training is residential and will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, lunch, and study visits.

All participants will additionally cater for their, travel expenses, visa application, insurance, and other personal expenses.


Accommodation is arranged upon request. For reservations contact the Training Officer.

Email:This email address is being protected from spambots. You need JavaScript enabled to view it..  

Mob: +254 715 077 817

Tel: 020 211 3814


This training can also be customized for your institution upon request to a minimum of 4 participants. You can have it delivered in our training center or at a convenient location.

For further inquiries, please contact us on Tel: +254 715 077 817, +254 (020) 211 3814 or mail This email address is being protected from spambots. You need JavaScript enabled to view it.


Payment should be transferred to IRES account through bank on or before C.O.B. 19th August 2019.

Send proof of payment to This email address is being protected from spambots. You need JavaScript enabled to view it.


Payment for all courses includes a registration fee, which is non-refundable and equals 15% of the total sum of the course fee.

  1. Participants may cancel attendance 14 days or more prior to the training commencement date.
  2. No refunds will be made 14 days or less to the training commencement date. However, participants who are unable to attend may opt to attend a similar training at a later date, or send a substitute participant provided the participation criteria have been met.

Please Note: The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.


Event Properties

Event Duration 3 Days
Event Date 26-08-2019
Event End Date 28-08-2019
Cut off date 19-08-2019
Individual Price(Kenyan) KES 60,000
Individual Price (International) EUR 539
Individual Price(International in Dollars) USD 627
Location Nairobi, Kenya
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