Summary

Synopsis

Explore the fundamentals of conducting focus groups. The techniques provided here will help you gain maximum client feedback and cooperation. The focus group context can be software development, product/services launches, marketing campaigns or opinion polls.

Objectives

• Identify the major elements that differentiate focus groups from other forms of data collection
• Explain the key elements involved in running a focus group
• Ascertain when and when not to conduct a focus group
• Name the three critical skills of a facilitator

Outline

• Introduction
• Overview
• Objectives
• What is a Focus Group?
• Defining Focus Groups
• Goals
• Ascertaining Whether to Hold Focus Groups
• To Be or Not to Be
• Types of Focus Groups
• Electronic Focus Groups
• Testing or Development
• Checkpoint I
• Conducting a Focus Group
• Who Should Attend?
• Inviting Participants
• Choose the Right Moderator
• Room Set-up and Atmosphere
• Focus on a Prepared Agenda
• Tips for Focus Group Success
• The Scoop on Scribes
• Finishing Up
• Final Tips
• Other Considerations
• Incurred Costs
• Conclusion
• A Call to Action
• Final Checkpoint