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¶ Focus Group
¶ What it is
In a Focus Group, you simultaneously interview multiple customers in a communal setting. The group comprises customers in your target group and jointly gives the required insights. The interviewer is a facilitator of an insightful group conversation.
¶ Why it is useful
In a Focus Group, you get insights from multiple customers in one session. You can observe customer interactions and listen to their reactions and experiences when discussing their thoughts and answers.
¶ When to use it
A focus group is a very effective method when you need to get respondents' opinions in a group. Usually, customers’ opinions about a product, service, or brand are influenced by several people, and in real life, customers discuss these among peers. A Focus group is a way of capturing those dynamics and is usually used for validating something. This method is most helpful when an immediate response can be used to improve a product, service offering, campaign, or even a simple concept.
¶ How is it done
- Choose the topic to discuss with your Focus Group and prepare general questions to encourage discussions among the participants.
- Identify and invite customers from your target group(s).
- Greet the interviewees and explain the style and procedure of the focus group. Then, ask for consent to record the interview and take pictures.
- Make the customers introduce themselves and explain how they are involved in the area you are looking at.
- Ask questions and encourage participants to extend on upcoming topics. Take a moderator role and gently redirect the group to the initial topic if they diverge or get stuck in a repetitive discussion.
¶ Do's & Don't
Do's
- Neutrally ask questions without judging tones.
- Gently encourage the users to share related stories or experiences.
- Steer the conversation or discussion on the idea in the desired direction.
- Ensure that every focus group member gets to voice opinions and experiences - contributions should be spread equally without any leaders.
- Act as a moderator by triggering discussions without influencing the audience with your questions and comments.
- Similarly to In-Depth Interview, use the help of a second, observant researcher to take notes or/and interpret the participant’s mood from their body language and tone of voice.
¶ Tools needed
- A quiet room to talk without interruptions and a seat for all participants, ideally they should be seated in a circle
- Notepads and pens for you and the notetaker
- A recording device, camera