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Focus Groups
Question:
Andrea writes: >Should I rule out recommendations from friends and family that might >know someone who is part of the target group? (as they might give a >general description of the concept in the process).
Yes…as John writes they may have formed an opinion even before they step in the room. I think it is admirable that you are attempting to do focus groups for this new service. Unfortunately, a successful focus group is much more than knowing that you need to start with general topics and go to more specific ones. It’s ensuring that you have the right people in the room, using creative techniques to find out people’s true beliefs, and understanding group dynamics. This takes a lot of skill. I have seen people attempting to do their own focus groups…and failing because they don’t know much about the above. I watched hundresd of focus groups, and had no idea how difficult and skillful it really is before I started conducting my own 5 years ago. If you can’t afford a professional moderator, you might want to view one in practice before attempting to do your own…and realize that you likely won’t get the same depth of information. Good luck. Deb Schwarz Strategix www.focusgrp.com
Response:
>If you can’t afford a professional moderator, you might want to view one >in practice before attempting to do your own…and realize that you likely >won’t get the same depth of information.
A warning, too; focus groups are potentially really useful but are also perhaps the most misused form of market research. Remember than even under the guidance of a professional moderator (which you really should have if you’re going to bother) you are not getting any kind of quantitative data. Don’t fall into the trap of thinking that if half your focus group members thought something, half of your market will. Don’t think for moment you’ve got a representative sample of your market — with the numbers you’re talking about, it’s not mathematically possible. Bear in mind that your focus group may go off some tangent that has little bearing on what your actual market thinks. So why do a focus group? A good focus group may give you some ideas you hadn’t thought of, alert you to concerns that didn’t cross your mind, etc. But be sure to verify the ideas generated in the group with good quantitative research, if at all possible; and if it’s not possible, don’t leap to conclusions based on the focus group! — John Whiteside | Washington, DC whiteside at mindspring.com (to reply by email, remove .NOSPAM from my address)
Response:
Hi, I’m looking to set up a focus group for a new business service concept. I know that I should start from general issues to specific ones, but how important is it that people not know anything about the concept beforehand? Should I rule out recommendations from friends and family that might know someone who is part of the target group? (as they might give a general description of the concept in the process). Thanks, Andre Mercier Ottawa, Canada – - – - – - – - – - – - – - – - – - – - – - – - – NOTE: TO REPLY TO THIS POSTING, REMOVE "NOSPAM" FROM THE E-MAIL ADDRESS
Response:
: Hi, : I’m looking to set up a focus group for a new business service concept. I : know that I should start from general issues to specific ones, but how : important is it that people not know anything about the concept beforehand? : Should I rule out recommendations from friends and family that might know : someone who is part of the target group? (as they might give a general : description of the concept in the process). : Thanks, : Andre Mercier : Ottawa, Canada Yes, you should exclude anyone who might have heard anything about the concept. They will have formed some opinions, quite possibly wrong. Incidently, you are planning to use a professional moderator aren’t you? : : – - – - – - – - – - – - – - – - – - – - – - – - – : NOTE: TO REPLY TO THIS POSTING, REMOVE "NOSPAM" FROM THE E-MAIL ADDRESS — TAYLOR CONSULTING GROUP Your Market Research Partner John W. Taylor 805.595.9427