ABA Guide to Focus Groups

Focus groups are a valuable tool for arts organizations to better understand key constituents — both external (audiences, community members) and internal (staff, board).

ABA has helped our members run focus groups for various strategic needs, from assessing organizational transparency to gaining in-depth understanding of audience connection to an institution. To support this process, we have adapted a guide from Eliot & Associates on key practices for leading focus groups of your own.

The guide includes the following:

• Overall guidance on focus group management, including participant recruitment and question design.

• A checklist of preparatory materials for setting up your own focus group.

• An example question guide for a focus group centered around assessing an arts organization’s level of inclusivity in decision-making.

ABA members can download the guide by clicking below.