Facilitating Insightful Focus Groups

1. Facilitating Insightful Focus Groups FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE

2. 2 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 qualitative feedback in this medium can be more insightful than standard- ized 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. 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: Download the Demand Metric Focus Group Report Template. HOW-TO GUIDE Focus Group Use Cases 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 Facilitating Insightful Focus Groups 2 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 qualitative feedback in this medium can be more insightful than standard- ized 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. 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: Download the Demand Metric Focus Group Report Template. HOW-TO GUIDE Focus Group Use Cases 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 Facilitating Insightful Focus Groups

3. 3 Facilitating Insightful Focus Groups How-to Guide HOW-TO GUIDE Plan, Plan, Plan Actively Manage the Recruiting Process Bring Objectivity and Expertise to the Session Quick Delivery of Report and Diligent Follow Up 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 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 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. Make sure conclusions are made in a timely manner and that participants are aware of the results. Focus Group Best Practices Below are four best practices for establishing focus groups. Facilitating Insightful Focus Groups 3 Facilitating Insightful Focus Groups How-to Guide HOW-TO GUIDE Plan, Plan, Plan Actively Manage the Recruiting Process Bring Objectivity and Expertise to the Session Quick Delivery of Report and Diligent Follow Up 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 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 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. Make sure conclusions are made in a timely manner and that participants are aware of the results. Focus Group Best Practices Below are four best practices for establishing focus groups. Facilitating Insightful Focus Groups

4. 4 Facilitating Insightful Focus Groups How-to Guide HOW-TO GUIDE Keep your Goals in Mind Conduct a Formal Introduction Record the Session Follow the Script Be Very Clear Promote Equal Participation Close the Session Properly At all times throughout the session, ensure you are working toward project goals. Introduce each participant of the group and do an “ice-breaker” early on. Ensure participants know the session is being recorded to comply with privacy laws. Focus groups can get off-track very quickly; stick to your agenda and maintain your focus. 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 under- stood and documented. Leave no room for misinterpretation, but be careful not to make implications for participants. Discuss questions among group members to ensure group members to ensure you are not conducting a single interview. Let participants know they will receive a report, and thank them for their time. Being an Effective Facilitator Facilitating Insightful Focus Groups 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. Bottom Line 4 Facilitating Insightful Focus Groups How-to Guide HOW-TO GUIDE Keep your Goals in Mind Conduct a Formal Introduction Record the Session Follow the Script Be Very Clear Promote Equal Participation Close the Session Properly At all times throughout the session, ensure you are working toward project goals. Introduce each participant of the group and do an “ice-breaker” early on. Ensure participants know the session is being recorded to comply with privacy laws. Focus groups can get off-track very quickly; stick to your agenda and maintain your focus. 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 under- stood and documented. Leave no room for misinterpretation, but be careful not to make implications for participants. Discuss questions among group members to ensure group members to ensure you are not conducting a single interview. Let participants know they will receive a report, and thank them for their time. Being an Effective Facilitator Facilitating Insightful Focus Groups 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. Bottom Line

5. 5 Facilitating Insightful Focus Groups How-to Guide 1 2 3 4 5 6 7 8 9 10 11 Define Purpose, Goals, & Objectives Establish a Timeline Identify Participants Choose the Location Invite Participants Develop Questions Generate a Script Select a Facilitator Conduct a Focus Group Summarize Conclusions Write a Report It is critical that you develop a clear purpose statement so you can elicit the best informa- tion and ask the right questions. Action Plan STEP 1 - Define Purpose, Goals, & Objectives Best Insights Start with This Market Research Template Market Research Decision Problem Template V I E W R E S O U R C E 5 Facilitating Insightful Focus Groups How-to Guide 1 2 3 4 5 6 7 8 9 10 11 Define Purpose, Goals, & Objectives Establish a Timeline Identify Participants Choose the Location Invite Participants Develop Questions Generate a Script Select a Facilitator Conduct a Focus Group Summarize Conclusions Write a Report It is critical that you develop a clear purpose statement so you can elicit the best informa- tion and ask the right questions. Action Plan STEP 1 - Define Purpose, Goals, & Objectives Best Insights Start with This Market Research Template Market Research Decision Problem Template V I E W R E S O U R C E

6. 6 Facilitating Insightful Focus Groups How-to Guide 2 3 1 4 5 6 7 8 9 10 11 Define Purpose, Goals, & Objectives Establish a Timeline Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions Planning should be done well in advance, and all parties involved should know the length of the session. Develop a very specific agenda. Action Plan STEP 2 - Establish a Timeline 11 Generate a Script Select a Facilitator Write a Report The Marketing Agenda Template Keeps Parties Focused Meeting Agenda Template V I E W R E S O U R C E Conduct a Focus Group 6 Facilitating Insightful Focus Groups How-to Guide 2 3 1 4 5 6 7 8 9 10 11 Define Purpose, Goals, & Objectives Establish a Timeline Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions Planning should be done well in advance, and all parties involved should know the length of the session. Develop a very specific agenda. Action Plan STEP 2 - Establish a Timeline 11 Generate a Script Select a Facilitator Write a Report The Marketing Agenda Template Keeps Parties Focused Meeting Agenda Template V I E W R E S O U R C E Conduct a Focus Group

7. 7 Facilitating Insightful Focus Groups How-to Guide 3 2 4 5 6 7 8 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions It is important to determine the number of participants required to conduct a thorough evaluation. The homogeneity/heterogeneity of participants should also be evaluated, and names and contact information should be secured well in advance. Action Plan STEP 3 - Identify Participants 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Secure Contacts with the Participant Profile Form Participant Profile Form V I E W R E S O U R C E Conduct a Focus Group 7 Facilitating Insightful Focus Groups How-to Guide 3 2 4 5 6 7 8 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions It is important to determine the number of participants required to conduct a thorough evaluation. The homogeneity/heterogeneity of participants should also be evaluated, and names and contact information should be secured well in advance. Action Plan STEP 3 - Identify Participants 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Secure Contacts with the Participant Profile Form Participant Profile Form V I E W R E S O U R C E Conduct a Focus Group

8. 8 Facilitating Insightful Focus Groups How-to Guide 2 3 5 6 7 8 9 10 Identify Participants Develop Questions Invite Participants Develop Questions Summarize Conclusions Take into account seating and equipment requirements. Arrange refreshments. The location should be convenient and comfort- able for participants to encourage active participation. Action Plan STEP 4 - Choose the Location 1 Define Purpose, Goals, & Objectives 4 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Be Prepared with the In-Depth Interview Guide In-Depth Interview Guide V I E W R E S O U R C E Conduct a Focus Group 8 Facilitating Insightful Focus Groups How-to Guide 2 3 5 6 7 8 9 10 Identify Participants Develop Questions Invite Participants Develop Questions Summarize Conclusions Take into account seating and equipment requirements. Arrange refreshments. The location should be convenient and comfort- able for participants to encourage active participation. Action Plan STEP 4 - Choose the Location 1 Define Purpose, Goals, & Objectives 4 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Be Prepared with the In-Depth Interview Guide In-Depth Interview Guide V I E W R E S O U R C E Conduct a Focus Group

9. 9 Facilitating Insightful Focus Groups How-to Guide 5 2 3 4 6 7 8 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions Sendinvitationsviaemail,directmail,orphone appointment, and monitor confirmations. Action Plan STEP 5 - Invite Participants 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Hit Different Touchpoints to Invite Your Participants Conduct a Focus Group 9 Facilitating Insightful Focus Groups How-to Guide 5 2 3 4 6 7 8 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions Sendinvitationsviaemail,directmail,orphone appointment, and monitor confirmations. Action Plan STEP 5 - Invite Participants 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Hit Different Touchpoints to Invite Your Participants Conduct a Focus Group

10. . 10 Facilitating Insightful Focus Groups How-to Guide 6 2 3 4 5 7 8 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Summarize Conclusions Select 4 or 5 questions that relate to your purpose and will address your major object- ives. Questions should be open-ended and move from general to more specific. Ques- tions should be tested before being used in a live setting. Action Plan STEP 6 - Develop Questions 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Plan Your Questions and Test Them in Advance Conduct a Focus Group

11. . 11 Facilitating Insightful Focus Groups How-to Guide 7 2 3 4 5 6 8 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Generate a Script This will ensure your focus group stays on time and remains consistent, especially if you are conducting a number of sessions in sequence. Action Plan STEP 7 - Generate a Script 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Select a Facilitator Write a Report Script Your Way to Successful Sessions and Sequences Conduct a Focus Group Summarize Conclusions

12. . 12 Facilitating Insightful Focus Groups How-to Guide 8 2 3 4 5 6 7 9 10 Identify Participants Choose the Location Invite Participants Develop Questions Select A Facilitator Summarize Conclusions A good facilitator will keep the group on track, make sure all participants are heard, and be able to deal with outspoken members. Strongly consider a market research firm or consultant. Action Plan STEP 8 - Select a Facilitator 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Choose Your Facilitator Wisely for Your Focus Group Focus Group Facilitator Selection Tool V I E W R E S O U R C E Conduct a Focus Group

13. . 13 Facilitating Insightful Focus Groups How-to Guide 9 2 3 4 5 6 7 8 10 Identify Participants Choose the Location Invite Participants Develop Questions Conduct a Focus Group Summarize Conclusions Make sure to follow the script and timeline. It is also important to be well prepared recording devices, equipment, pens, paper, clock, name tags, etc., should be arranged in advance. Action Plan STEP 9 - Conduct a Focus Group 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Stay On Target with Your Focus Group with Tools Ready

14. . 14 Facilitating Insightful Focus Groups How-to Guide 10 2 3 4 5 6 7 8 9 Identify Participants Choose the Location Invite Partcipants Develop Questions Summarize Conclusions Document the key findings from the session, including perceptions of your organization and products, as well as other critical feed- back. Action Plan STEP 10 - Summarize Conclusions 1 Define Purpose, Goals, & Objectives 11 Establish a Timeline Generate a Script Select a Facilitator Write a Report Focus Group Facilitator Evaluation Gives Clear Feedback Focus Group Facilitator Evaluation V I E W R E S O U R C E Conduct a Focus Group

15. . 15 Facilitating Insightful Focus Groups How-to Guide 11 2 3 4 5 6 7 8 9 10 Identify Participants Develop Questions Invite Participants Develop Questions Summarize Conclusions Create a formal report including background, purpose, session details, results, and conclu- sions. Present to your Senior Management team. Action Plan STEP 11 - Write a Report 1 Define Purpose, Goals, & Objectives Establish a Timeline Generate a Script Select a Facilitator Write a Report Impress Senior Manage- ment with Your Focus Group Report Focus Group Report Template V I E W R E S O U R C E Conduct a Focus Group

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