Seth Garber
7 ways to make your next focus group an amazing experience.
Focus groups can be valuable tools for gaining insight into what your customers are thinking. Here’s how to run a successful focus group that gets results.
Planning a focus group isn’t that different from planning a wedding. You carefully create the guest list, you set up an agenda, and you even put together a menu of foods you hope your guests will enjoy.
Another thing weddings and focus groups have in common is that they’re both mission-driven. At a wedding, the mission is for the couple to say “I do” and walk down the aisle into a lifetime of wedded bliss. The focus group’s mission isn’t quite so flowery, but at its core, it’s also about bringing people together to create something positive.
One other major commonality? Both focus groups and weddings can easily end up off track without solid planning on the front end and a firm commitment to sticking with the plan on the day of the event. Here’s what thought leader Seth Garber recommends to ensure things go smoothly once the big day arrives.
1. Create a firm agenda – and stick to it.
Anytime you have a large group of people in a room, it’s easy to get off track. That’s why it’s key to have a detailed and specific agenda. Allocate enough time to cover each topic and be sure to add in extra minutes to allow for commentary and conversation.
2. Designate roles to keep the focus group moving.
The moderator shouldn’t try to do everything. That’s why it’s important to bring in other team members to help ensure things run smoothly. In addition to a designed note-taker, you’ll also want to include people who have subject matter expertise from different departments who can weigh in when necessary.
3. Be ready to moderate effectively.
Prior to the meeting, the moderator needs to have a strong understanding of the people in the room. What company are they representing? What is their role? What are the key components they need to be successful? What does the future of their company look like? Being aware of the needs and motivations of your participants can help make the focus group more meaningful for everyone.
4. Take note of non-agenda ideas that come up – but don’t let them derail your schedule.
It’s only natural that discussions can sometimes end up going off course, and while the ideas that come up may be good ones, they’re not necessarily what you want to talk about at that moment. Make a note of the comments and then revisit them if you have time, or follow up online.
5. Don’t forget to schedule breaks.
It’s always a good idea to take a 10-20 minute break when you’re switching topics – or even midway through a subject if things are starting to get off track. These built in start and stop times provide additional structure to your focus group, and they give you – and your participants – a chance to reset.
6. Lunch together.
Don’t just send everyone off to find their own meals. Set up a dedicated lunch where your participants can get to know each other. While the purpose of the focus group is for you to learn more about your customers, you also want them to benefit as well – and what better way to do that than through networking?
7. When it’s over, summarize.
Ideally, you want to define key takeaways throughout the meeting, such as when you move from one topic to another, but it’s critical to do this at the conclusion of the meeting. What do you want your participants to understand when they leave? What information do you want them to take back to their organizations? It’s a good idea to put the takeaways in writing and send them to the group as soon as possible. And, as always, thank them for their time.
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