1. Focus Groups
Carol Smith
Director, Research & Analysis
MARTA

2. Focus Groups Exploratory process led by moderator
Define perceptions, attitudes, beliefs
Small groups 8-10 participants
Groups should be 1 ½ to 2 hours long
Answers why or what drives behavior
Not how many feel that way
Not to influence, prove a point
Clearly define your objectives
Involve your internal stakeholder
Understand their issues, assumptions
Encourage their participation at every level
Find reputable firm with certified moderators
Get more than one quote
Ask for referrals and confirm their experiences
Confirm all costs and deliverables up front

3. Be involved partner with research firm
Focus Group Dos & Don’ts
Be involved partner with research firm
Participate in panel selection, discussion guides, number of groups
Use screening questionnaires that reflect criteria
Get transcripts and videos of groups for your use
Attend groups and debrief after every session
Step out of your head - View group discussions with open mind
Don’t be tied into preconceived notions
Don’t take comments personally
Final client debrief is important
Reaffirms results, tone of content
Confirms what you heard
Experience aha moments
Review the report with consultant
Helps in telling the story
Use the results
Implement golden nuggets from panel
Use findings to support other research