FACILITATING

INSIGHTFUL
FOCUS
GROUPS

HOW-TO GUIDE
 Facilitating Insightful Focus Groups
HOW-TO GUIDE

A focus group is a controlled group interview of a target audience demographic. A facilitator,

who covers a set series of questions or topics, often leads the interview. Benefits of focus group
sessions include increased customer satisfaction and brand perceptions, and informing product
development decisions.

Focus groups are a key component to an effective market research program. Generating quali-
tative feedback in this medium can be more insightful than standardized surveys.

This How-To Guide is designed to provide practical advice for conducting insightful focus group
sessions. The guide outlines focus group use cases, focus group best practices, how to be an
effective facilitator, and provides a detailed action plan to get started on facilitating your own
insightful focus groups.

Download the Demand Metric Focus Group Report Template.

Focus Group Use Cases

There are many reasons why organizations select the focus group medium to collaborate with
their customers and prospects. Typically, it is to listen to the “voice of the customer,” and guide
strategic planning or product management decisions.

Following are a few of the key reasons for using focus groups:

To collect data, evaluate services, or test new ideas

To better understand opinions, beliefs, and attitudes
To review and test the assumptions of target audiences
To Identify gaps between different stakeholder groups
To encourage discussion about a particular topic
To learn more about a specific topic or business issue
To build rapport with a customer base or new market

2 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE

Focus Group Best Practices
Below are four best practices for establishing focus groups.

Plan, Plan, Plan

Create a clear schedule and agenda
Provide a comfortable setting, including refreshments
Lay concise ground rules for the meeting
Select the right participants for your objectives
Record sessions, if possible, by video camera

Actively Manage the Recruiting Process

Ensure you have the right people, not just those who are willing to participate in a focus
group exercise
Don’t prejudge participants on physical appearance
Membership should be limited to 12 people but should include no less than 6 participants
Keep special needs in mind for participants with disabilities or other requirements for attendance

Bring Objectivity and Expertise to the Session

Select an experienced facilitator to promote discussion
Facilitator must provide objective conclusions based on the research conducted, without regard
for the client interests. Often it is best to hire a third-party market research firm to help increase
objectivity.

Quick Delivery of Report and Diligent Follow Up

Make sure conclusions are made in a timely manner and that participants are aware of the
results.

3 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE

Being an Effective Facilitator
Keep your Goals in Mind
At all times throughout the session, ensure you are working toward project goals.

Conduct a Formal Introduction

Introduce each participant of the group and do an “ice-breaker” early on.

Record the Session

Ensure participants know the session is being recorded to comply with privacy laws.

Follow the Script

Focus groups can get off-track very quickly; stick to your agenda and maintain your focus.

Be Very Clear
Make sure questions are worded carefully and that words are properly enunciated to ensure clear
understanding and accurate responses.
Paraphrase your understanding of participant’s answers so they can be properly understood and
documented. Leave no room for misinterpretation, but be careful not to make implications for
participants.

Promote Equal Participation

Discuss questions among group members to ensure group members to ensure you are not
conducting a single interview.

Close the Session Properly

Let participants know they will receive a report, and thank them for their time.

Bottom Line
An effective focus group can help increase customer satisfaction and brand perception. Focus
groups are a key component to an effective market research program. Generating qualitative
feedback in this medium can be more insightful than standardized surveys and can produce many
benefits for your business.

4 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE

 Action Plan
STEP 1 - Define Purpose, Goals, & Objectives

Define
1 Purpose, Goals,
& Objectives Best Insights Start with
This Market Research
Establish a
2 Timeline Template

Identify
3 Participants It is critical that you develop
a clear purpose statement
so you can elicit the best
Choose the
4 Location information and ask the right
questions.

Invite
5 Participants

Develop
6 Questions

Generate a
7 Script
Market Research Decision
Problem Template

Select a
8 Facilitator
VIEW RESOURCE

Conduct a
9 Focus Group

Summarize
10 Conclusions

11 Write a Report

5 FACILITATING INSIGHTFUL FOCUS GROUPS HOW-TO GUIDE

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