Focus groups are an ideal method to use for the defining training needs or related

issues. However, focus groups

are rarely used as stand-alone approaches. Rather they are used in conjunction with
other types of datagathering
methods (e.g. survey questionnaires or individual interviews) as part of a
systematic approach to
identifying organizational training needs.

Whenever more than one individual is present, the relationship and consequently the
behavioural dynamics between the
two individuals becomes magnified as more members are added. This interchange
between individual personalities is
known as group dynamics.

focus groups are comprised of between eight to

12 individuals. These individuals should represent a
cross-section of the training population. Depending on the nature of the topics
being discussed,
experience has shown that participant groups should
consist of peer levels particularly when emphasis is
placed on boss-to-employee relationships. This leads to the esatblishment of an
"intimidation factor" into the process which
can hamper an open dicussion.

Advance preparation of group participants is

mandatory if the outcome is to be both positive as well as
objective. Typically, the preparation process would include:
• agreeing on the group structure;
• agreeing on the goals and objectives; and
• discussing participants' as well as outsiders'
(management's) expectations

Also, given the nature of

the group as well as the level of interpersonal dynamics
present in a focus group interview, the person
conducting the group should be qualified as well as
experienced in leading discussions. this person must also be able to recognize
clues, both
verbal as well as visual, which will give indication as to
the overall group discussions. Moderating a focus group may appear to be an easy
task
and one which can be acquired without much effort.
However, focus group moderation is a learned skill. skilled professional
will have a demonstrated ability to maintain control of the
group without actually leading them and will display a
high level of energy and enthusiasm for the task

Coming to the methods of moderating a focus group dicussion, the moderator can
choose to emulate
his/her personal behaviour from a variety of roles -

Clinical role. In this role the moderator will pose

questions and closely observe a respondent's
physical reaction as well as how they narratively
address the issue.
• Assertive role. Here the moderator will listen to the
feedback provided but firmly guide the group
through a "reasoning process" using examples and construction of events leading up
to
the issue
• Informal role. In this role the moderator assumes a
non-assertive, least threatening position by
projecting a relaxed image and employing a
relatively non-structured approach to group
facilitation.

Information obtained through the focus group method

will be highly qualitative and contain little in the way of
specifics. When attempting to analyse feedback, care
must be taken to minimize bias.

Lastly, a variation to focus groups is teleconferencing. Its principle advantage is

that focus groups
can be conducted simultaneously among groups from
different geographical locations thereby negating the cost
of assembling and conducting the groups at different
times. However, depending on the nature of the subject or
topic being discussed, teleconferencing may not present a
particularly suitable environment for multiple-group
interaction.

The focus group is a valuable qualitative data-gathering

method for assessing training needs which is best used in conjunction with another
more quantitative datagathering
method. Although costly, it remains as one of the most
widely used techniques for gathering feedback on
organizational as well as individual training needs