Focus Groups Chapter 5

Conducting Focus Groups The Setting The Participants The Moderator The Discussion Guide The Focus Group Report

1. The Setting Usually a focus group facility Living room setting Conference room One-way mirror Microphones Viewing room behind mirror Videotaping equipment Living room setting Remote viewing room for clients

2. The Participants Recruitment – most difficult task Screening questions Avoid repeat or “professional” respondents Offer incentives (fees, food, extra credit, etc.) Ideal group contains 8-12 individuals Homogeneous within groups Use multiple groups for heterogeneity

3. The Moderator Key for a good focus group Needs two sets of skills: Must be able to conduct a group properly Interest in people, appreciation for differences, good listener, good observer, good communication skills, objectivity, flexibility, attention to detail Must have good business skills to effectively interact with the client Understanding of clients’ business, providing feedback, “sounding board,” reliable, responsive, trustworthy, independence, personal style that is comfortable

4. The Discussion Guide Written outline of topics to be covered during a focus group discussion Checklist to ensure that all important topics are covered in discussion Must be agreed upon by the client 3 Stages of Focus Group Discussion: Rapport, rules, & objectives Intensive discussion Summarize significant conclusions

5. The Focus Group Report Instant analysis Pros: forum to combine knowledge of marketing specialists who observed & the moderator; initial reactions of group Cons: could bias future analysis without time to reflect Typical report is a PowerPoint presentation Written report – copy of PowerPoint slides

Advantages of Focus Groups (5) Interaction among respondents Maximum information in minimum time Can be executed more quickly than other forms of research Findings are easy to understand Exciting research!

Disadvantages of Focus Groups (7) Immediacy & simplicity of info can be misleading Participant responses may not be typical Should not be the only information source Recruitment difficult Moderator prejudices One shot – what if interaction is poor? Respondents (introverts, dominators, etc.)

Focus Group Summary 8 to 12 people at one time Relatively homogeneous groups Multiple groups to get heterogeneity in perspective Moderator is key Relies on general topical guide, but with plenty of time for interaction Typically last from 1.5 to 2 hours