Effective Focus Groups

A focus group can identify problems you may have overlooked.

Focus groups are used to test a product or service's merits against the multitudes, to gauge how it could be better and why. They're also used to monitor the satisfaction of employees, students and benefactors or nonprofit organizations. It takes objectivity, organization and thoroughness to get the frank responses needed for such a study group to have an impact. Otherwise, it may be difficult to glean anything from your results.

Defined Presentation

An effective focus group is organized well in advance. Planning for a focus group should start about two months ahead of time, with the defining of the group's purpose. During this time, respondent questions should be crafted to test your assumptions about your product or service; nonjudgmental participants should be selected; and a convenient location should be reserved. A well-spoken facilitator who's adept at conversing in a group setting should be selected to deliver a script that fully describes the product or service, and outlines the questions the group members should expect to answer.

Objectivity

You don't want to doubt the results of your focus group, so pains should be taken to make it as randomly assembled as possible from your target audiences. Make a list of the qualities you want your group to exhibit, then seek participants. Send formal invitations a few weeks before the event to ensure attendance. A focus group of about a dozen members is effective. Six or less may not be diverse enough; more than a dozen may be confusing and limit participation.

Revelatory Questions

Pointed, open-ended questions are necessary to yield frank statements about your product or service's worth and potential drawbacks. These also should be developed by several top-ranking members of your organization, well in advance of the focus group. Start with wide-ranging questions and move to the more specific. For instance, "What is your general impression of this product?" could be an early question that leads to others, such as, "What words come to mind when you think of our product?"

Relaxed Tone

Focus groups can be stodgy affairs, but you may get more open responses if you set the proper tone for participants. Try to get all the group members to comment on the product verbally, keep a tight schedule and keep any discussions limited to the product or service. This will allow you to glean the most practical comments and frank answers to help your product or service shine the brightest.

References

• Groups Plus: 10 Tips for Focus Groups
• Lehigh University: Conducting Focus Groups
• Loyola University: Conducting Focus Groups