How to Run a Focus Report
A focus group is used for marketing purposes to establish people's viewpoints on products and services. Groups are chosen from a database by market research companies or a company thinking about a new product launch or wanting input on an existing product. The group is brought together and answers questions that are recorded and reported to the appropriate marketing department. All members of the group are paid a fee for attendance.
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Instructions
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Decide on the demographics (age, sex, location, marital status, for example) of the group you wish to interview. Using your database search for the appropriate people. Choose about 12 people, allowing for non-attendance the actual group should be no fewer than eight. You may wish to have focus groups around the country depending on the product or service.
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Put the group into the allocated room which usually includes a one-way mirror for observers and moderators. The discussions can also be videoed if all participants are agreeable. Recording the group makes it easier to go back and forth through the video to establish views.
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Ask all the group to complete a basic questionnaire on the product or service. Then discuss with them all and get opinions on items such as content; container; name and size, for example, if getting input on a product. For a service, discuss whether the group members would use it, how valuable it might be to them and others and something they would recommend. These are examples of basic questions asked in a focus group, you design your own specific queries for your particular focus report.
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Collate all the data from the focus groups held. The moderators and observers typically write an analysis using interview notes and videos. The reports typically includes various statistical analyses to visualize the outcome of the focus groups comments. From this report, you can assess any changes required to the new or existing product or service.
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Tips & Warnings
Choose the right people for your focus group. These are people that use the product or service under focus.
Plan these meetings carefully so that everyone turns up on time, refreshments are provided and useful information is gained from the participants.
References
Resources
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