FOCUS GROUPS ASSIGNMENT, NOTICING 2013
Conduct a focus group with your classmates and participate in one of theirs. The purpose will be to learn about American culture from outside and within, and to understand your classmates themselves—their perspectives, personalities, concerns and aspirations. Your goal will be to replace the schematic representation of what you think their experience is like with a more accurate and richer understanding of their reality. In the process, as always, keep an eye out for project opportunities and inspirations. 

PROCEDURE
	•	The class will be divided into two groups, one of longest-time US residents and another of the more recent emigrants.
	•	There will be 2 sessions, one to examine the experience of coming to America and another to examine what it means to be an American. Each will have about 5 participants and last about 45 minutes to an hour. You will schedule this outside of class, which means everyone must be available in the same time slot.
	•	Each group will decide upon 3 topic areas beforehand, and select 3 discussion leaders to moderate them.
	•	Each topic will be discussed for approximately 15 minutes. The leader for that section will moderate the discussion, but anyone else can ask for clarifications as needed.
	•	Keep in mind that a focus group does not require a formulaic approach. It is really just a small group of people you get together to talk about something. There's no need to complicate this!
	•	Try to get a number of perspectives on each topic, but do what you can to stimulate *group* discussion. You'll hear a lot more about each topic if the group starts discussing it, rather than simply soliciting  individual responses.
	•	Manage the conversation. Some people talk a lot and others tend to be quiet. Your job is to hear all the voices so be forthright about hearing sufficiently from everyone.
	•	Discussion leaders should always be wary of any participant who begins to supplant their role. Don't be shy to re-take your place as the moderator when it's appropriate. You want to get answers to all of your questions.
	•	Ask open-ended questions that will stimulate detailed and ample responses. Ask for examples, or for how things make them feel to open up their answers. Let group discussions flower, as long as they stay on topic, this is what you want to hear.
	•	Seek edge cases, like best or worst experiences. People love telling stories and you want to get to the emotional content, not just bare facts. Dig in deeper if you think you're not hearing enough.
	•	Be yourself and don't be afraid to be straightforward and honest about what you know and what you want. Participants always respond best to a genuine moderator.
	•	Audio record your session but don't rely on the recording. The notes you take yourself, or that others take for you are going to be far more helpful. The discussion will have the greatest impact for those in the room, when it is happening.
	•	Afterwards, compare notes and discuss what was striking to you in the discussion. Make a description for each participant so that you can remember their characteristics, especially their attitudes and aspirations. Also make a brief description of the interaction itself. What were they like as a *group*?
	•	Create a summary of your experience that tells:
	⁃	all the striking quotes that you heard 
	⁃	what did you learn? what surprised you? what ran according to your expectations? what did you believe and what information was suspect?
	⁃	what are some projects that might address what you heard specifically?
	⁃	what are some projects that might react to the people themselves, or to them as a group?
	⁃	what data is still missing and what further research would you recommend?