- The purpose of focus groups is to find information about how specific demographics feel about a particular topic. This information can help improve products and services and when evaluated, give information on ways to increase market share. Focus groups are not intended to give valid information about individuals, information about how things have changed over time or information that can be applied generally.
- Focus groups allow direct interaction and clarification, allow participation of children or people who may not be able to communicate in written form, are less expensive than conducting individual interviews and can be coordinated quickly.
- Focus groups offer less control over topic of discussion, the moderator may ask leading questions and create bias and require a skilled interviewer to create questions. Dominant individuals within the group may overshadow the whole group's opinion and data are harder to analyze because of chaotic information gathering.
- When putting together a focus group, determine the purpose of the interview, who to interview and develop a plan and the resources needed. Understanding what question will ultimately be answered, who is most fit to answer the questions, how individuals will be compensated and where and when the focus group will meet are prerequisites.
- Before the focus group meets, questions must be established and a moderator chosen. Questions must be open ended; for example ,"What do you think of product XYZ, not "Do you like product XYZ." The questions must have a logical flow and progression, and time must be allotted for unanticipated questions. Choosing a moderator involves finding someone skilled in group processes who is able to put the participants at ease, can keep the topic relevant and is able to identify positive changes in topic direction.
- Notes should be taken during the session and recorded if possible. The information recorded should include body language, mood of participants, consistency of answers and specificity of responses.
