KEYWORDS:
Focus Group methods

BACKGROUND:
Although a solid marketing template can be formed from national lessons learned and the successes of other immunization and registry projects; it is imperative to a successful marketing plan to integrate the target audience’s perceptions, attitudes and experiences. Surveys, focus groups and interviews each have a specific purpose. When used appropriately, the information discovered serves as an irreplaceable planning tool.
Focus groups are often the least understood research method. By following a few solid steps, focus groups offer a way to collect in-depth qualitative data on specific topics, as detailed questions develop or new materials needs to be tested. STC conducts focus groups to test marketing ideas or materials, identify community issues of concern and help direct customized approaches for a specific targeted audience. Focus groups often follow the implementation of surveys, and can be done in conjunction with individual interviews during the planning phase.

OBJECTIVE(S):
Presentation will outline the planning and implementation process of focus groups

METHOD(S):
Presentation will be followed by question and answer; with Power Point and accompanying handouts

RESULT(S):
Focus groups have proven to be a practical, efficient way to eliminate as many surprises as possible, by gathering crucial information about the attitudes and thoughts related to immunization registries. Information collected by STC for immunization and registry projects has provided direction essential to the development of successful marketing strategies. Although it is not the purpose of focus groups, often they serve as a communication mechanism to promote the registry among a particular audience

CONCLUSIONS(S):

LEARNING OBJECTIVES:
Participants will be able to identify elements of an effective focus group for their needs.