Creating the right focus group can make the difference between getting targeted, relevant market research data and spending money on a focus group with little if any relevant output. Use the following steps to create a focus group that targets your specific market research needs.
Choose a Good Facilitator
The facilitator of the focus group should be someone unbiased, non-threatening and a clear communicator. Identify someone on your team who can provide a neutral, pleasant atmosphere so that the focus group participants are comfortable with expressing all their opinions. Make sure that your facilitator encourages consistent participation from each of the focus group participants.
Assemble the Focus Group
You can advertise for focus group participants on craigs list, relevant forums and publications and in niche newsletters. Specify the duration of the focus group (typically 60-90 minutes). Offer an incentive that can consist of a specific dollar amount along with refreshments. Your goal should be to create a group of 6-10 people that fall into your targeted demographic.
Prepare in Advance
In order to create a responsive, engaged focus group session, make sure that the focus group location is convenient, has a casual and comfortable ambience and has the facilities to accomodate the group's needs. Make sure that all focus group participants are informed of the focus group duration, whether the session will be recorded, and the timing of breaks and refreshments provided. If the moderator and the participants are prepared for the session, the focus group will have a higher potential for success. Make sure that you put some thought into creating a focus group in order to obtain relevant insights that will help with your marketing needs.
Identify Your Target Audience and Goals
Clearly identify the questions you need answered in order to further your market research as well as your target audience. Your goals could be to identify specific consumer needs, the impact of an advertising campaign, the value of potential new product features or general brand perspectives. Make sure that you pick one specific goal that you can develop questions around.
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