Focus group research can uncover attitudes and perceptions you may not have realized exist. They can also reveal misconceptions or ‘myths’ about your organization, products or services. Even if focus group research only shows what the expert already knows, it grants validations and confidence moving forward.
If you are a decision maker who carries responsibility for your organization, focus group research will help you sleep at night. You will know when the actions you recommend are on target or are strategies that need to be rethought.
We all get very close to our organization and its mission. Sometimes insulated and even defensive. The aid of a neutral researcher allows us the opportunity to stand outside and look in objectively. This is the role of the focus group moderator. Your moderator meets with you, learns about the organization and its challenges, and then designs a project that addresses your concerns. The two key elements to designing a project are: 1) identifying the appropriate target population and, 2) developing the line of questioning. The rest is logistics.
Components of A Focus Group
Meeting to discuss research objectives
Design discussion guide
Develop recruitment survey screener
Cater for participants and clients
Incentives for participants
Moderate focus group
Video/audio tape sessions
Write analysis of findings
DVD of sessions for clients
Presentation of results