How to Conduct Telephone Focus Groups

Focus groups are one form of qualitative research that marketers typically use to gather opinions from a small group of people in specific markets. A telephone focus group is similar but can include participants from around the country instead of in just one location. Read on to learn how to conduct a telephone focus group.

Things You'll Need

• Study objectives
• Participant requirements
• Conference call capabilities

Instructions

1. Recruit telephone focus group participants for a predetermined date and time based on study objectives, qualifications and quotas. Recruit six to eight participants nationwide from a random list or a client-provided list.

2. Confirm participation by sending a letter several days prior to the date. On the day of the focus group, give participants a reminder phone call about 15 to 30 minutes before the scheduled time. Send them the questions ahead of time to help the group stay on track and be prepared.

3. Call participants or have them call in to a designated number on the date of the group. Give participants and clients access codes and the dial-in number for the group in the confirmation letter and on the reminder call prior to the focus group. Give the client contact information on how to send questions to the moderator via email or fax.

4. Discuss group ground rules after welcoming participants. The moderator should introduce himself to the group and tell them that the session should last about an hour. He should ask them to identify themselves each time they respond and assure them that their name won't be associated with their responses in any reports or group summaries.

5. Ask the set questions and monitor that each participant contributes equally to the group. Periodically, call on specific participants to ensure everyone adds their opinion to the conversation. Allow longer discussions for the more important questions.

6. Close the telephone focus group by asking for final comments or if anything was left out of the discussion related to the topic. Finally, thank the participants for their time and opinions. Send participants cooperation fees or honorariums within a week following the telephone group.

Tips & Warnings

• Using a conference call service through your local telephone company is one option for conducting the telephone focus group.

• If your focus group is national, choose a time of day convenient for participants in different time zones across the country.

Resources

• Telephone Focus Group Services