Hardwick Research - Focus Groups

Top Five Tips for Clients Viewing Focus Groups
Focus groups are a type of qualitative research that can help business decision makers answer the question "why." Rather than providing numerical data, focus groups reveal the qualities behind opinions, perceptions, attitudes and behaviors. To assist you, the client, in the navigation of this rich array of feedback, we have put together some tips:

1. Know what is being asked

Focus groups are rarely, if ever, casual discussions. Prior to the focus group, the purpose behind conducting the research (the objective) has been established, and a discussion guide, or roadmap for the conversation, has been crafted. Clearly knowing what the research should accomplish can greatly aid you as you watch the research unfold.

2. Know whom is being asked

"Who" the people in the focus groups are can have a dramatic effect on what is said. Most focus group researchers employ a method (a screener) for ensuring that the focus group respondents will share at least some characteristics. Understanding the generalities about who is in the group, and how they have been "screened", can help you understand why they express their certain views. Try to be non-judgmental about the respondents. Based on your screener, every respondent is a potential consumer of your product, even if they do not look, speak, or act like your ideal consumer.

3. Hear criticism as guidance

Focus group attendees are being paid to share their ideas and opinions. These ideas and opinions will not always be complimentary to you. For the course of the focus groups, think of all feedback, no matter how pointed, as valuable information on how you can improve. Keep focused on what the respondent says - after all, they are most likely the reason you have a job!

4. Accept confusion with an open mind

While it is sometimes confusing and overwhelming to listen to a group of people in complete disagreement, in the case of focus groups, you don't want to arrive at consensus. The differences that arise are what will provide you with the information that will help you answer your questions.

5. Listen for themes

While listening to focus groups appears to be intuitive, the range of opinions shared is sometimes disjointed. To help identify the underlying learning, it is helpful to listen for (and write down!) main themes. Keeping in mind the objectives, listen for common words and phrases, similar tones, energy levels and emotional ranges. These themes will shed light on the learning that is being sought, and if written down, will provide you with a source of powerful direct quotes from participants (verbatims).