1. Focus Groups
Chapter 5

2. Conducting Focus Groups
The Setting
The Participants
The Moderator
The Discussion Guide
The Focus Group Report

3. 1. The Setting Usually a focus group facility Living room setting
Conference room
One-way mirror
Microphones
Viewing room behind mirror
Videotaping equipment
Living room setting
Remote viewing room for clients

4. 2. The Participants Recruitment – most difficult task
Screening questions
Avoid repeat or “professional” respondents
Offer incentives (fees, food, extra credit, etc.)
Ideal group contains 8-12 individuals
Homogeneous within groups
Use multiple groups for heterogeneity

5. 3. The Moderator Key for a good focus group Needs two sets of skills:
Must be able to conduct a group properly
Interest in people, appreciation for differences, good listener, good observer, good communication skills, objectivity, flexibility, attention to detail
Must have good business skills to effectively interact with the client
Understanding of clients’ business, providing feedback, “sounding board,” reliable, responsive, trustworthy, independence, personal style that is comfortable

6. 4. The Discussion Guide
Written outline of topics to be covered during a focus group discussion
Checklist to ensure that all important topics are covered in discussion
Must be agreed upon by the client
3 Stages of Focus Group Discussion:
Rapport, rules, & objectives
Intensive discussion
Summarize significant conclusions

7. 5. The Focus Group Report Instant analysis
Pros: forum to combine knowledge of marketing specialists who observed & the moderator; initial reactions of group
Cons: could bias future analysis without time to reflect
Typical report is a PowerPoint presentation
Written report – copy of PowerPoint slides

8. Advantages of Focus Groups (5)
Interaction among respondents
Maximum information in minimum time
Can be executed more quickly than other forms of research
Findings are easy to understand
Exciting research!

9. Disadvantages of Focus Groups (7)
Immediacy & simplicity of info can be misleading
Participant responses may not be typical
Should not be the only information source
Recruitment difficult
Moderator prejudices
One shot – what if interaction is poor?
Respondents (introverts, dominators, etc.)

10. Focus Group Summary 8 to 12 people at one time
Relatively homogeneous groups
Multiple groups to get heterogeneity in perspective
Moderator is key
Relies on general topical guide, but with plenty of time for interaction
Typically last from 1.5 to 2 hours