Focus Groups Carol Smith Director, Research & Analysis MARTA

Focus Groups Exploratory process led by moderator Define perceptions, attitudes, beliefs Small groups 8-10 participants Groups should be 1 ½ to 2 hours long Answers why or what drives behavior Not how many feel that way Not to influence, prove a point Clearly define your objectives Involve your internal stakeholder Understand their issues, assumptions Encourage their participation at every level Find reputable firm with certified moderators Get more than one quote Ask for referrals and confirm their experiences Confirm all costs and deliverables up front

Be involved partner with research firm Focus Group Dos & Don’ts Be involved partner with research firm Participate in panel selection, discussion guides, number of groups Use screening questionnaires that reflect criteria Get transcripts and videos of groups for your use Attend groups and debrief after every session Step out of your head - View group discussions with open mind Don’t be tied into preconceived notions Don’t take comments personally Final client debrief is important Reaffirms results, tone of content Confirms what you heard Experience aha moments Review the report with consultant Helps in telling the story Use the results Implement golden nuggets from panel Use findings to support other research