How to run a focus group successfully

As one of the more traditional ways of figuring out the state of the market and the potential attitudes toward a new product or service, focus groups can still provide valuable information and a unique format of feedback.

Conducting focus groups should definitely be a part of your market research toolbox, as they are likely to help you find ways to further develop and enhance your offering. Here’s how to do it right.

When focus groups are a very useful

• When you are considering introducing a new product or service.
• When your research requires questions that can’t easily be asked or answered on a written survey.
• When there are differences between the end users and decision-makers.
• When there are little or no resources to help you gauge the state of the target market

The rules for conducting successful focus groups

1. Keep it simple — Focus on one product or issue.
2. Be selective — Make sure that your participants fall into your relevant demographic groups (meaning you need to consider factors like age range, interests, spending habits, profession, gender, location, etc.).
3. Try to keep biases at bay — Don’t phrase the task in a way that favors one thing over another e.g. “What do you think is a good solution” instead of “Wouldn’t this feature be very useful”.
4. Take extensive notes — Make sure you’ve recorded all the data you’ll need, so nothing falls through the cracks.
5. Keep the questions simple — Try to avoid using industry jargon and technical words, and do your best to ask open questions that encourage discussion. Another good idea would be to phrase the same questions differently, so you’re sure you’re getting the right answers.

Questions you need to answer before running your focus group

• Has the goal for the focus group findings been outlined?
• Has it been decided what is essential to find out and what is just “nice to know”?
• Has the number of participants been decided on? (aim for 6–10)
• Has it been decided who will attend specifically?
• Has the right group of participants (in terms of age, gender, etc) been selected?
• Have the opening questions been outlined?
• Have the main questions been outlined?
• Have the closing questions been outlined?
• Are the questions clear and understandable?
• Are the questions unambiguous and unbiased?
• Has a location that is easy for participants to get to been provided?
• Has a space that has enough room for people to sit comfortably been provided?
• Have snacks and drinks been provided?
• Has a moderator/note taker been designated?
• Has some type of recorder been provided?
• Have any additional incentives been decided on?
• Has the method of data analysis been decided on (in terms of patterns, themes, new questions, and conclusions)?

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