Focus groups are an immensely valuable tool for gathering feedback and ideas to improve a company’s product, service, or knowledge of their customers.
Voccii® has over two decades of experience designing and moderating focus groups in the Charlotte, NC and across the country. In this post, we’ll discuss tips for running a successful focus group.
First, develop your goals and objectives. Take some time to think about what you want to find out and why, before the focus group session begins.
Here are a few questions to consider before running a focus group:
Developing your goals and objectives beforehand will help you get the most from your focus group.
Those goals and objectives you just set will help you narrow down the type of participants that will most benefit your study. Think about who can you learn the most from about your specific questions before screening for your focus group participants. You’ll need to determine group size, customer types, target audience, and more.
Awkward silence is normal in a focus group. But an effective focus group uses discussion questions to encourage an open conversation among participants.
Here are a few tips to use when designing your questions:
Remember, your participants are taking time out of their day to help you. Provide a comfortable and relaxed environment to help them focus and avoid distractions.
It’s impossible to remember every single thing said during a focus group. There’s a lot going on, between people passing around products, and hopefully a lot of detailed dialogs! Thus, recording and then transcribing the conversation is critical to capturing accurate data. Recording a focus group session makes it easier to:
As you can see, there’s more to running a focus group than just scraping a few people together, and chatting in the conference room over coffee. Obtaining biased results is much easier than you think – and it could happen without you even realizing it.
A focus group moderator is specially trained to act impartially while running a focus group. A trained moderator will control the meeting and take care of important steps:
At the end, your market research partners will create a report with findings and recommendations.
Designing and running an effective focus group leaves your company with useful feedback and insights. And probably more questions and a ton of new ideas to explore.
We’d love to help you design a focus group to investigate your burning questions. Let’s chat.