“…a means to elicit ideas and attitudes about a specific product, service or opportunity in an interactive group environment. The participants share their impressions, preferences and needs, guided by a moderator.” BABOK 2.0, Technique 9.11 It is a technique.

 provide qualitative data  made up of PEOPLE  who possess certain characteristics  in a focused discussion  to help understand a topic of interest Kreuger & Casey, “Focus Groups”

 Moderator spends more time speaking than anyone else  More than 12 people in the room  Only scheduled for 30 minutes  Participants are expected to agree

BABOK 2.0  Elicitation  Prepare, Conduct, Document tasks  Enterprise Analysis  Define Business Need task  Solution Assessment and Validation  Assess Organizational Readiness task  Evaluate Solution Performance task

BABOK 3.0  Elicitation and Collaboration  Conduct Elicitation task  Strategy Analysis  Analyze Current State task  Define Change Strategy task  Requirements Analysis and Design Definition  Analyze Potential Value and Recommend Solution task  Solution Evaluation  Measure Solution Performance task  Recommend Actions to Increase Solution Value task

 Ideas  What people are feeling  How strongly people are feeling  What people think When you want to know….

 There is no intention to use the information  Personal, sensitive topics  Emotionally charged issues

1. Understand Scope, then Plan 2. Execute 3. Analysis and Report 4. Closing

1. What’s the issue, the question, the decision? 2. Who has the info we need? 3. When do we need the info? 4. Can we do this ourselves? Focus Group informs the decision-making process, the Focus Group is not the Decision-Making Process

1. Build the Schedule. 2. Identify participants. 3. Build the Interview. 4. Plan the Communications. 5. Agree on format for delivering results

3. Build the Interview.  What are the key questions?  Create lead-in and follow-up questions.  Lock-in the key interview questions prior to the first Focus Group.

1. Work through the Schedule. 2. Fight scope change, adapt to participant changes. 3. Debrief, maintain consolidated notes. 4. Provide in-process updates.

1. Compile feedback. 2. Identify key pieces of feedback received. 3. Highlight themes and make recommendations. 4. Deliver final report.

1. Ensure the Communication Plan is executed. 2. Record final feedback. 3. Reminder about that Communication Plan. 4. Capture and share Lessons Learned. 5. Don’t forget Communication Plan.

 One Moderator  One or two Scribes  Comfortable setting  Snacks or a light meal

Lets see one….

 Opening statement? Level-setting?  Explanation of purpose and setting Ground Rules?  Participants taking part; agreeing and disagreeing?  Facilitator pulling people into the discussion?

Focus Groups Kreuger and Casey

 Columbus, OHFocus Pointe GlobalFocus Pointe Global  Cincinnati, OHL & E ResearchL & E Research Wolf Group  Cleveland, OHFocus Groups of ClevelandFocus Groups of Cleveland  Detroit, MIMichigan Market ResearchMichigan Market Research C & F Market Research  Indianapolis, INIndy FocusIndy Focus  Pittsburgh, PACamposCampos FCP Research

 Howard Pearce, CBAP Progressive Insurance Corporation