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INSIGHTFUL
FOCUS
GROUPS
HOW-TO GUIDE
Facilitating Insightful Focus Groups
HOW-TO GUIDE
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.
Following are a few of the key reasons for using focus groups:
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.
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.
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
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
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
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
Define Purpose,
1 Goals, &
Objectives Be Prepared with the
In-Depth Interview Guide
Establish a
2 Timeline
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
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
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.
Generate a
7 Script
Select a
8 Facilitator
Conduct a
9 Focus Group
Summarize
10 Conclusions
11 Write a Report
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
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
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
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
Conduct a
9 Focus Group
10 Summarize
Conclusions
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
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