A tried and true research methodology, there’s a reason why focus groups have remained popular over the years. The first reported focus groups were used by the U.S. government to study how military propaganda films impacted Americans during World War II.
Focus groups gather insights that would otherwise go undiscovered in other research techniques. These insights can be very valuable for organizations in understanding feedback and making decisions.
Understanding Focus Groups
Focus groups are a qualitative research approach that involves a small group of participants (usually 6 to 12) discussing their thoughts, opinions, and needs of a particular brand, product, or service.
The discussion is led by a qualified, trained moderator to guide the conversation.
Most organizations turn to focus groups when they want more detailed insights or feedback on something. For example, a food conglomerate wants to obtain consumer feedback on a potential new snack offering.
Or, in the spirit of election season, you may have seen polling and news agencies conduct focus groups with voters.
A plethora of questions can be asked in a focus group.
Question topics can range from…
- Awareness
- Perceptions
- Features
- Likes and dislikes
- Competitors
Questions should be brief, easy to comprehend, and designed to generate conversation among participants, causing them to think critically about the topics discussed and offer ideas.
Here are 4 key benefits of focus groups over other research methodologies… 4 Key Benefits of Focus Groups
Like all research projects, the objectives need to be identified before anything else. Think about the top 3 to 5 topics you want to make sure get addressed.
Next, start recruiting participants to align with your target audience. Be sure to follow up with participants and answer any questions/concerns they have ahead of the focus group.
Also, it's smart to recruit a few extra participants in the event an original participant needs to cancel. It’s very difficult and expensive to reschedule focus groups so you want to make sure you have enough participants present.
Choosing an appropriate location is important for you, the moderator, and the participants. Watch the video below to see what our focus group facility includes!
Lastly, you’ll need to develop a discussion guide with open-ended questions and topics to explore. You and your research partner will take the key objectives shared earlier and draft questions to best answer those objectives.
The discussion guide will order these questions in a meaningful way that helps the moderator steer the conversation from topic to topic.
Conducting the Focus Group
When the focus group starts, seek to establish rapport and set the tone for the discussion.
Explain the ground rules and ensure participant confidentiality. Participants can tell others they partook in a group discussion on a specific topic, but any details of the conversation should not be shared.
It’s also important to explain the purpose of the research to participants. Not only is it the ethical thing to do, but it will aid participants in understanding why the research is being conducted and how it will be helpful.
Facilitate the discussion in a way that encourages equal participation and allows for probing for deeper insights. Be sure to remind participants that there are no right or wrong answers.
Additionally, feel free to utilize techniques like brainstorming, role-playing, or card sorting to effective ways to stimulate discussion. Most participants find these interactive activities fun, engaging, and a nice way to break up the discussion.
These activities can also lead to more insightful results.
Lastly, be sure to take notes or record the session for later analysis. Let the participants know the conversation will be recorded and their names will not be tied to the results.
Analyzing the Data
There are a few steps to consider when analyzing the data.
First, transcribe the focus group session if it was recorded. This will provide a written transcript of what was said by each participant.
Next, organize the data and identify any recurring themes or patterns. This will help when you start reporting and summarizing the results. Also, be sure to note any outliers or unexpected insights.
The final step before reporting is to interpret the findings in the context of the research objectives. This will provide a template for the final report as well.
Reporting and Utilizing Results
Depending on the intensity of the report, any report should summarize the key findings and include direct quotes from participants to complement takeaways and recommendations.
Focus groups allow participants to expand a great deal on simple questions so having quotes as a prominent role in the report is encouraged for context.
When presenting the findings to stakeholders, provide actionable recommendations driven by what the focus group found. Be mindful of stretching recommendations too much.
For example, just because 7 of the 12 participants found the snack delicious doesn’t mean the product will become a category leader.
Ask yourself and recommend what is realistic from the client’s perspective. Remember, focus groups are designed to provide detailed feedback and direction.
The insights discovered from the focus group will help inform decision-making on next steps or further research. Taking follow-up actions is important in using the results to their full potential.
Best Practices and Tips
The two best practices to always remember when conducting focus groups are to…
Be Neutral
Being neutral upholds the credibility of the research and provides honest feedback. Clients and facilitators should always represent neutrality in the design and implementation of the focus group.
This includes:
- Reiterating the purposes of the research
- Reminding participants there are no right or wrong answers
- Avoiding leading questions in the discussion guide
- Not favoring or silencing responses from certain participants based on how they answer
Be Adaptable
Unexpected developments and challenges can arise with focus groups. For example, you might hear surprising findings or new topics in the sessions or find certain participants are difficult to manage.
Knowing how to adapt to these situations ahead of time can make a huge difference in the overall success of a focus group study.
Moderators should apply active listening techniques to understand where a conversation is going and when they need to explore it more or reign it in. Consulting with the client team during breaks in the session is encouraged to understand what new topic(s) are worth exploring if they come up.
Also, moderators can discuss strategies for managing difficult participants or groups.
For example, if a moderator senses one participant is dominating the conversation, they can call on other participants after asking a question to hear their opinions first.
Or if a certain topic or question is stumping participants, the moderator knows how to ask the question in a different way that is easier to understand.
Conclusion
All focus groups start by defining clear objectives, recruiting participants who mirror your target audience, and choosing a conducive location.
Next, craft an engaging discussion guide that addresses the main objectives. And be sure to remember the ground rules, reinforce neutrality, and adapt to challenges.
Focus group sessions deliver rich insights with valuable, detailed feedback that is craved in market research. Whether you’re launching a new product, refining a service, or decoding snack cravings, you can apply the knowledge learned to guide decision-making.
Contact Our Focus Group Company
Conducting a focus group provides your team with qualitative insights to help propel your business forward. Our team will partner with yours to ensure you receive the specific data you need.
To learn more about our market research services, get in touch with us today.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
Justin Eisenhauer
As a Research Analyst, Justin works directly with all team members on client projects. His intrigue in market research formed during his time at Marist College, where he studied business and entrepreneurship.
Learn more about Justin, here.