For all those developing or launching a new product, provider, or business, you have a general sense of how receptive your own target market will be to this.
Typically, this really is done through considerable market research — and something key component of the study process is managing a focus group.
A focus team is a small group, typically representative of your own target market, with whom you share tips and ask questions about your product, program, or business. The individuals who make up the focus group should be a mixture of current customers and individuals who’ve never produced a purchase yet might in the future. The ideal outcome is a more powerful understanding of how the subject matter of the focus team would be received with a wider audience, and what changes (if any) should be made prior to the formal roll-out.
In this post, we’ll highlight the step-by-step process pertaining to conducting a focus group, planning your questions in a focus team questionnaire, following plans for your focus group session, and integrating the findings into your launch strategy.
Follow Along With a Free of charge Focus Group Set of questions Template
HubSpot’s Market Research Kit includes everything you need to operate an effective round of market research, including a focus group questionnaire and a guide means run focus groups. Download the package now to incorporate the particular steps in this post into your focus group technique.
Learn how to Run a Focus Team
1 . Choose your subject of discussion.
Going into a focus group, your conversation should be narrowed down to one or a few subjects. Keep in mind that you won’t be able to thoroughly address every area you want to discuss in one brief focus group session.
Because of this, a possibility uncommon for companies to run multiple models of focus groupings around different topics. For example , if you’re launching a new product, you could center one concentrate group around the product’s marketing and brand setting, and another one throughout the usability and efficiency of the product by itself.
2 . Choose your questions or dialogue prompts.
Once you determine the topic of discussion for your focus team, create a list of queries and discussion prompts that will help you gather the information you need.
Let’s return to the product start example from above. Should you be running the product advertising focus groups, you could ask questions like:
- What do you think of the product packaging design?
- How much cash would you spend on an item like this?
- What other companies do you think associated with when you see a product like this?
Meanwhile, for the focus group regarding the product itself, you’ll want to ask about the product’s functionality, ease of use, and perceived favorability.
Also, remember to ask open-ended questions — “Do you like the product? ” plus “What do you think from the product? ” might seem similar in character, but the latter will produce more detailed outcomes.
3. Ready your focus group set of questions.
After you’ve selected your questions and discussion prompts, organize all of them on a focus team questionnaire. Be sure to depart enough space at the questionnaire for general notes, a list of common responses, and one or two noteworthy responses that really stood away.
Down load this Template for Free
4. Find a notetaker.
Your focus group discussion should be facilitated by at least one person, while another person in your team should be a specified notetaker.
Precisely why? The facilitator’s job is to facilitate — to guide the particular discussion and foster new ideas through participants. This task will get easily derailed when the facilitator also needs to stop the discussion to write down big, bold concepts and reactions from participants.
To prevent this possibility of disruption, appoint a notetaker before going into the concentrate group who can focus solely on writing down the general consensus in the group, unique and noteworthy individual reactions, and the key takeaways for the business.
5. Recruit plus schedule participants.
One of the most challenging areas of running a focus team is getting people to in fact show up. After you pick a time and a location, you’ll want to start spreading the word to individuals.
Here are a few methods to find them:
Reach out to existing customers.
If you are doing market research for an existing company, reach out to your customers through account managers or a message database. Since present customers will likely be the first to use what if you’re launching, this will be the right opportunity to gauge early reactions for the official launch.
With regard to incentives, you could provide free or discounted services or prize them on a customer advocacy program such as Influitive.
Advertise on social media marketing.
Looking for middle-aged males or even senior citizens in the better Ann Arbor area? No problem! Social media advertising offers advanced targeting choices for you to reach your target market.
You should also think about which websites are most used by the people you want inside your focus group. If you are interested in surveying middle-aged working professionals, possibly have better luck on LinkedIn compared to you would on TikTok.
Try location-based promotion.
If you are hyper-targeting a location, dietary supplement your recruiting attempts with advertisements which will only be seen by those in your area. A couple of examples include:
- Billboard Ads
- Open public Transit-Based Ads (Trains, Busses, Taxis, etc . )
- Advertisements in Local Books and Newspapers
Be prepared to offer incentives.
People rarely perform anything for free. Within your advertisements and promotional assets, highlight the particular incentive you’re prepared to offer — that could be cash, a present card, or a low cost on whatever occur to be selling.
If you’re strapped for cash, consider hosting a raffle or free items for participants. That way, if you host the focus group of eight people, you could provide a chance at a $100 gift cards (rather than a assured $25 per participant) to save you $100.
6. Get consent and start the particular discussion.
Before you start your focus group discussion, remind participants of the purpose of the girls and hand out the consent form. The consent form ought to reiterate the purpose of the big event, outline the participants’ rights, identify the compensation, list the particular facilitators’ contact details, and prompt participants to sign.
After everyone symptoms off, it’s time for you to run the focus group.
7. Have everyone introduce themselves.
To break the ice and get individuals talking, start the particular discussion off simply by introducing yourself plus inviting the participants to do the same.
This is another opportunity for you to learn more about your own target market. In addition to getting participants say their particular names, consider inquiring them to share their industry or interests to get a more personal understanding of how your own product, service, or even business could be involved in their everyday lifestyles.
8. Ask your questions.
Keep in mind, this is not an interview! Prior to the focus group begins, you should prepare a listing of five to 10 questions.
That being said, it can be easy to tie yourself to your list of questions or discussion points, but adhering too closely for this can hamper organic and effective discussions. If the group requires a slightly different change than you were expecting, don’t be afraid to permit the conversation to veer off-course if this seems productive.
running a focus group to solicit multiple ideas, so just hearing from one or even two people defeats the purpose of the exercise. Prepare yourself to jump within when someone continues to be quiet for too long and say something along the lines of “Isabella, elaborate your input right here? ” or “Raheem, what do you think about exactly what Isabella said? ”
The point of a focus group is not just to confirm information you think is true, but also to uncover what you how to start.
So long as difficult too far off-topic, allow the conversation to happen normally and use an plan as a guide rather than a point-by-point checklist of topics to cover.
Additionally , you may not ask every question on your own list, depending on the path of the conversation. Make sure you ask the most important queries first, and follow-up on certain dialogue points to keep points flowing rather than having a pure question-and-answer discussion board.
9. Look for equal representation from the group.
Remember, this is not an interview! That you simply running a focus group to solicit multiple ideas, so only hearing from one or two people defeats the purpose of the exercise. Prepare yourself to jump in when someone continues to be quiet for a long time and say some thing along the lines of “Isabella, elaborate your input here? ” or “Raheem, what do you think about exactly what Isabella said? ”
10. Finish the meeting within a reasonable amount of time.
Exhaustion and the legislation of diminishing comes back are real, so keep them in mind preparing the time frame for your focus group.
At the start of the program, in your advertisements, and/or on your consent type, you should specify how long the focus group will last. It’s your obligation to moderate the discussion in a way that guarantees the time frame is just not exceeded.
Right now, if the exercise continues for an hour and five minutes and you promised an hour focus group, that’s totally acceptable. However , if you guaranteed a 45-minute program and it goes more than an hour, your guests could be resentful plus less likely to offer important feedback.
Once the discussion is over, give thanks to your attendees for time and provide the promised incentive, if applicable. Additionally , remind them of your contact information if they decide they have a lot more feedback or comments they’d like to supply.
11. Analyze and incorporate opinions.
Ideally, your focus group has provided you with lots of responses, unique sides, and actionable suggestions to help your business flourish. After all of your concentrate groups have taken location, have your team compile and evaluate the commonalities from the ideas presented and exactly what changes, if any kind of, are applicable to the item, service, or company in question.
Concentrate Group Agenda
To get started with your focus group, you’ll need an agenda to stay upon task during the conference. First, you’ll wish to welcome the participants in the focus group and introduce your self and other researchers whom may be present. This step is important as it establishes rapport with the group and builds believe in.
Next, inquire participants to introduce themselves. This does some things: it proceeds building rapport among the group members and it confirms the pronunciation of everyone’s names — you do not want to spend the following hour or more collectively saying everyone’s brands incorrectly!
Before asking questions, create some ground rules for that group. If a topic could become questionable, let that end up being known and set limitations for how far a discussion can go. If you will be asking for details that isn’t usually shared in a team setting, assure the cohort that the results won’t have names or identifying data attached to the reactions. Finally, if your organization is reimbursing expenses or providing transaction to the focus team participants, let them know just how and when they’ll receive their disbursements.
Now, here’s the particular fun part. Although you may have one broad topic to discuss during the focus group, it’s very likely that you’ll have many subtopics that need to be addressed separately. Construction your questions in such a way that this flow of the conversation makes sense. This could be simply by theme, chronological purchase, or the current-future condition of your business.
Once you’ve reached a stopping point during the conversation, summary any lingering questions and ideas within the group. Finally, thank everyone due to their time and end the session.
If you need those steps organized in a handy agenda, we’ve got you covered. Download the PDF below and save yourself it for your next focus group.
Focus Group Example
Since you have a step-by-step guide for conducting a focus group, it’s time to see one in action. Using the steps above, I’ve identified a recent focus group example that follows most of the guidelines we’ve recommended.
Georgetown University Institute of Politics and Public Service conducted a focus group with first-time voters after the 2020 election. It may have been very easy because of this focus group to have off track and into political affiliations; However , you’ll notice in this example that the researcher had a topic at heart — the first-time-voter experience — and didn’t deviate from that topic. She asked probing questions and sought out a variety of perspectives from the group.
Watch this focus group to get a better knowledge of how to start these conversations and keep them going to get the insights you need.
The information can now be studied for political research thus helping guide future campaigns for first-time voters.
Running a Better Focus Group
Taking this methodical approach to running a focus group can produce better and more insightful feedback from your participants. To keep your questions, thoughts, and responses organized, we developed a focus group template, which you can use to operate a better focus group. Download it for free now to get probably the most out of your marketing research.
Editor’s note: This post was originally published in September 2019 and has been updated for comprehensiveness.