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FACILITATING

INSIGHTFUL
FOCUS
GROUPS

HOW-TO GUIDE
Facilitating Insightful Focus Groups
HOW-TO GUIDE

A focus group is a controlled group interview of a target audience demographic. A facilitator,


who covers a set series of questions or topics, often leads the interview. Benefits of focus group
sessions include increased customer satisfaction and brand perceptions, and informing product
development decisions.

Focus groups are a key component to an effective market research program. Generating quali-
tative feedback in this medium can be more insightful than standardized surveys.

This How-To Guide is designed to provide practical advice for conducting insightful focus group
sessions. The guide outlines focus group use cases, focus group best practices, how to be an
effective facilitator, and provides a detailed action plan to get started on facilitating your own
insightful focus groups.

Download the Focus Group Report Template.

Focus Group Use Cases


There are many reasons why organizations select the focus group medium to collaborate with
their customers and prospects. Typically, it is to listen to the “voice of the customer,” and guide
strategic planning or product management decisions.

Following are a few of the key reasons for using focus groups:

To collect data, evaluate services, or test new ideas


To better understand opinions, beliefs, and attitudes
To review and test the assumptions of target audiences
To Identify gaps between different stakeholder groups
To encourage discussion about a particular topic
To learn more about a specific topic or business issue
To build rapport with a customer base or new market

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Focus Group Best Practices
Below are four best practices for establishing focus groups.

Plan, Plan, Plan


Create a clear schedule and agenda
Provide a comfortable setting, including refreshments
Lay concise ground rules for the meeting
Select the right participants for your objectives
Record sessions, if possible, by video camera

Actively Manage the Recruiting Process


Ensure you have the right people, not just those who are willing to participate in a focus
group exercise
Don’t prejudge participants on physical appearance
Membership should be limited to 12 people but should include no less than 6 participants
Keep special needs in mind for participants with disabilities or other requirements for attendance

Bring Objectivity and Expertise to the Session


Select an experienced facilitator to promote discussion
Facilitator must provide objective conclusions based on the research conducted, without regard
for the client interests. Often it is best to hire a third-party market research firm to help increase
objectivity.

Quick Delivery of Report and Diligent Follow Up


Make sure conclusions are made in a timely manner and that participants are aware of the
results.

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Being an Effective Facilitator
HOW-TO GUIDE
Keep your Goals in Mind
At all times throughout the session, ensure you are working toward project goals.

Conduct a Formal Introduction


Introduce each participant of the group and do an “ice-breaker” early on.

Record the Session


Ensure participants know the session is being recorded to comply with privacy laws.

Follow the Script


Focus groups can get off-track very quickly; stick to your agenda and maintain your focus.

Be Very Clear
Make sure questions are worded carefully and that words are properly enunciated to ensure clear
understanding and accurate responses.
Paraphrase your understanding of participant’s answers so they can be properly understood and
documented. Leave no room for misinterpretation, but be careful not to make implications for
participants.

Promote Equal Participation


Discuss questions among group members to ensure group members to ensure you are not
conducting a single interview.

Close the Session Properly


Let participants know they will receive a report, and thank them for their time.

Bottom Line
An effective focus group can help increase customer satisfaction and brand perception. Focus
groups are a key component to an effective market research program. Generating qualitative
feedback in this medium can be more insightful than standardized surveys and can produce many
benefits for your business.

4 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 1 - Define Purpose, Goals, & Objectives

Define
1 Purpose, Goals,
& Objectives Best Insights Start with
This Market Research
Establish a
2 Timeline Template

Identify
3 Participants It is critical that you develop
a clear purpose statement
so you can elicit the best
Choose the
4 Location information and ask the right
questions.

Invite
5 Participants

Develop
6 Questions

Generate a
7 Script
Market Research Decision
Problem Template

Select a
8 Facilitator
VIEW RESOURCE

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

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Action Plan
STEP 2 - Establish a Timeline

Define Purpose,
1 Goals, &
Objectives The Marketing Agenda
Template Keeps Parties
2 Establish a
Timeline Focused

Identify
3 Participants Planning should be done well
in advance, and all parties
involved should know the
Choose the
4 Location length of the session.

Develop a very specific


Invite agenda.
5 Participants

Develop
6 Questions

Generate a
7 Script
Meeting Agenda Template
Select a
8 Facilitator
VIEW RESOURCE

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

6 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 3 - Identify Participants

Define Purpose,
1 Goals, &
Objectives Secure Contacts with the
Participant Profile Form
Establish a
2 Timeline

It is important to determine
3 Identify
Participants the number of participants
required to conduct a
thorough evaluation.
Choose the
4 Location The homogeneity/
heterogeneity of participants
Invite should also be evaluated,
5 Participants and names and contact
information should be
Develop secured well in advance.
6 Questions

Generate a
7 Script

Select a
8 Facilitator
Participant Profile Form

Conduct a
9 Focus Group
VIEW RESOURCE

Summarize
10 Conclusions

11 Write a Report

7 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 4 - Choose the Location

Define Purpose,
1 Goals, &
Objectives Be Prepared with the
In-Depth Interview Guide
Establish a
2 Timeline

Take into account seating and


Identify
3 Participants equipment requirements.

Arrange refreshments.

4 Develop
Questions
The location should be
convenient and comfortable
for participants to encourage
Invite active participation.
5 Participants

Develop
6 Questions

Generate a
7 Script
In-Depth Interview Guide
Select a
8 Facilitator VIEW RESOURCE

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

8 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 5 - Invite Participants

Define Purpose,
1 Goals, &
Objectives Hit Different Touchpoints
to Invite Your Participants
Establish a
2 Timeline

Identify
3 Participants Send invitations via email,
direct mail, or phone
Choose the appointment, and monitor
4 Location confirmations.

5 Invite
Participants

Develop
6 Questions

Generate a
7 Script

Select a
8 Facilitator

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

9 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 6 - Develop Questions

Define Purpose,
1 Goals, &
Objectives Plan Your Questions and
Test Them in Advance
Establish a
2 Timeline

Identify
3 Participants Select 4 or 5 questions that
relate to your purpose and will
Choose the address your major objectives.
4 Location
Questions should be open-
ended and move from general
Invite
5 Participants
to more specific.

Questions should be tested

6 Develop before being used in a


Questions live setting.

Generate a
7 Script

Select a
8 Facilitator

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

10 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 7 - Generate a Script

Define Purpose,
1 Goals, &
Objectives Script Your Way to
Successful Sessions and
Establish a
2 Timeline Sequences

Identify
3 Participants This will ensure your focus
group stays on time and
Choose the remains consistent, especially
4 Location if you are conducting a number
of sessions in sequence.
Invite
5 Participants

Develop
6 Questions

7 Generate a
Script

Select a
8 Facilitator

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

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Action Plan
STEP 8 - Select a Facilitator

Define Purpose,
1 Goals, &
Objectives Choose Your Facilitator
Wisely for Your Focus
Establish a
2 Timeline Group

Identify
3 Participants A good facilitator will keep the
group on track, make sure all
Choose the participants are heard, and be
4 Location able to deal with outspoken
members.
Invite
5 Participants
Strongly consider a market
research firm or consultant.

Develop
6 Questions

Generate a
7 Script

8 Select aA
Facilitator
Facilitator
Focus Group Facilitator Selection Tool

VIEW RESOURCE
Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

12 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


Action Plan
STEP 9 - Conduct a Focus Group

Define Purpose,
1 Goals, &
Objectives Stay On Target with Your
Focus Group with Tools
Establish a
2 Timeline Ready

Identify
3 Participants Make sure to follow the
script and timeline. It is
Choose the also important to be well
4 Location prepared recording devices,
equipment, pens, paper,
Invite clock, name tags, etc., should
5 Participants be arranged in advance.

Develop
6 Questions

Generate a
7 Script

Select a
8 Facilitator

9 Conduct a
Focus Group

Summarize
10 Conclusions

11 Write a Report

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Action Plan
STEP 10 - Summarize Conclusions

Define Purpose,
1 Goals, &
Objectives Focus Group Facilitator
Evaluation Gives Clear
Establish a
2 Timeline Feedback

Identify
3 Participants Document the key findings
from the session, including
Choose the perceptions of your
4 Location organization and products, as
well as other critical feedback.
Invite
5 Partcipants

Develop
6 Questions

Generate a
7 Script Focus Group Facilitator Evaluation

Select a VIEW RESOURCE


8 Facilitator

Conduct a
9 Focus Group

10 Summarize
Conclusions

11 Write a Report

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Action Plan
STEP 11 - Write a Report

Define Purpose,
1 Goals, &
Objectives Impress Senior
Management with Your
Establish a
2 Timeline Focus Group Report

Identify
3 Participants Create a formal report
including background,
Develop purpose, session details,
4 Questions results, and conclusions.
Present to your Senior
Invite Management team.
5 Participants

Develop
6 Questions

Generate a
7 Script
Focus Group Report Template

Select a
8 Facilitator VIEW RESOURCE

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a
Report

15 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE


About ANA

The ANA (Association of National Advertisers) makes a difference for


individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.

Founded in 1910, the ANA provides leadership that advances marketing


excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA


Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
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