Five Key Points To Great Focus Groups
Know what you need to know
Sounds simple, but it is one of the main "sticking points" for many clients. Before you begin any research you should define exactly what you want to learn from the research - and make sure a focus group can provide that.
- Focus groups can help you understand "what," "why," and "how" questions (e.g., "what are the brands customers choose in this category - why those brands" "how do they use these brands?" "what are their beliefs about the category and why do they have them?") If your questions are more "how much," "how many" or "how often" quantitative research (e.g., a survey) is more appropriate.
- At Marketing Insight we've helped many clients define or refine their objectives at the beginning of a project - to ensure you will get the information you need.
Choose the right methodology
Knowing your target customer can help you choose the best methodology
- If your target customer can be described simply - for example "primary grocery shoppers" then in-person focus groups should be your choice.
- If your target customer is very specific (e.g., "primary grocery shoppers with at least two children ages 3 and younger who have purchased organic baby food in the past 30 days") an online group, telepanel or hybrid telepanel/Internet group will give you a much larger pool of potential respondents to draw from.
- Is your product/service very personal or sensitive? In that case a one-on-one interview may be best.
Good recruiting is critical
There are many focus group facilities and recruiters available with a wide range of prices. But recruiting is not the place to skimp. You can have a great Moderator's Guide and moderator, but if the respondents don't quite meet your criteria or are not articulate none of that matters. To get great respondents be sure:
- Your screener (the initial survey potential respondents answer to determine if they qualify to be in the group):
- Contains all of the necessary questions but no more. If you ask respondents to "jump through hoops" or answer too many questions you will begin to lose people.
- Asks key qualifying questions in a non-leading way. If you want to know if potential respondent used your product in the past 30 days and you ask them directly they will say "yes." There are better, less leading ways to ask this question.
- Contains an articulation question. This question should ask potential respondents to freely speak on a relevant topic. This is the best way to judge if the person is imaginative, articulate and able to explain his/her own thoughts and feelings.
- Clearly explains all of the requirements to participate in the group. Is there a homework assignment? Does the respondent need to bring anything? Make sure they know.
- To get the best recruiters. You don't want recruiters who are just trying to fill a quota, but people who really care (and are rewarded for) getting the best respondents in your group. At Marketing Insight we have extensive experience with focus group facilities and recruiters and will ensure we work with the best.
If you have a direct question, asking it directly is usually the worst way
Ultimately, you probably want to know something like: "will you buy this product/service," "what would make this product better?" But when you ask a question this way, you are asking for a rational answer, and we all know purchase decisions are not completely rational. A skilled, experienced moderator will know how to ask questions that tell you how your customers perceive your offering and its benefits and how it compares to the competition. You'll not only understand the answer to your question, but the even-more-important "why."
Remember, your job is to learn, not teach
In your focus group, you are going to hear respondents say things about your product/service that are just flat-out wrong. Resist the temptation to ask the moderator to correct the respondent (a good moderator won't do this anyway, as it has the effect of "shutting down" the group). Instead, a skilled, experienced moderator will probe to understand: how did this belief come about? how does it affect opinions of your product? is this belief positive or negative? how does it affect respondent expectations of your offering? If it is critical for respondents to have correct information a good moderator can skillfully gather respondent beliefs, then gather respondent reactions to correct information.
