Focus Groups

This guide is to help you conduct a focus group: Thank people for coming. Review the purpose of the group, and the goals of the meeting. Go over the flow of the meeting -- how it will proceed, and how the members can contribute. Set the tone. Ask an opening question. Make sure that all opinions on that question get a chance to be heard.

What do you actually want to learn? Get specific about the questions you need answered. Are you testing a new concept, exploring perceptions, or understanding behavior? Write down your top three to five things you must learn from this focus group. Vague objectives lead to useless sessions.

Find six to ten people who match your target audience. Screen them to ensure they have relevant experience or opinions. Offer appropriate incentives - cash, gift cards, or product. Over-recruit by 20% because some will no-show. Mix of perspectives is good but avoid people who know each other - they hold back.

Build a structured but flexible outline for the conversation. Start with easy warmup questions, move to the meat of your research, then wrap with open reflection. Plan for 90 minutes max - attention fades after that. Include probes and follow-up questions for when responses need digging. Time each section so you don not run over.

Create a comfortable environment where people feel safe sharing honest opinions. Manage dominant personalities who talk too much. Draw out quieter participants. Stay neutral - your job is to listen, not lead. Record the session with permission. Have a note-taker so you can focus on facilitation.

Review recordings and notes for themes and patterns. Look for what surprised you, not just what confirmed your assumptions. Quote participants directly - their words carry weight. Distinguish between what people say and what they mean. Summarize key findings with actionable recommendations. Share results with stakeholders promptly.