Focus Group Facilitation By  Matt Gagliardi OISM 470W Section 3
Focus Group Facilitation Getting Clear Insight to  How Customers Think
Introduction  <ul><li>What are Focus Groups? </li></ul><ul><li>How Focus Groups are used in Business and Government. </li>...
What are Focus Groups??? <ul><li>Focus Groups are a group of people, that are brought together, and asked to share their o...
Where Focus Groups are Used <ul><li>Business Use </li></ul><ul><ul><li>Drive Marketing Strategies </li></ul></ul><ul><ul><...
Creating Focus Groups <ul><li>Hiring outside consultants vs. Internally established groups. </li></ul><ul><ul><li>Advantag...
Hiring Consultants <ul><li>Hiring external Consulting companies to establish and moderate the focus group. </li></ul>
Advantages of Consultants <ul><li>Limited knowledge of products </li></ul><ul><li>Will not make bias decisions </li></ul><...
Disadvantages of Consultants <ul><li>Expensive </li></ul><ul><li>Unable to conduct groups on your schedule </li></ul><ul><...
Choosing a Moderator <ul><li>Someone who knows how to benefit from group dynamics </li></ul><ul><li>Can use techniques tha...
Choosing a Moderator <ul><li>Can control the dominant group member </li></ul><ul><li>Can motivate the shy member to partic...
Internal Moderators <ul><li>Internal moderators can save money, but can inhibit group output </li></ul><ul><ul><li>Chance ...
External Moderators <ul><li>Extremely helpful in designing groups </li></ul><ul><li>Professional moderators bring experien...
Facilitating Focus Groups <ul><li>Key Concepts </li></ul><ul><li>Advantages and Disadvantages of use. </li></ul><ul><li>Th...
Facilitating Focus Groups <ul><li>Key Concept </li></ul><ul><ul><li>Explore a topic to form ideas, not definitive answers....
Advantages of Focus Groups <ul><li>There are only a limited number of people asked to participate, so participant downtime...
Disadvantages of Focus Groups <ul><li>Yield a wide range of ideas on a topic, not definitive answers </li></ul><ul><li>Res...
Things to be careful of <ul><li>As focus groups are relatively expensive, companies must make sure they get their monies w...
New Technology <ul><li>New voting devices </li></ul><ul><ul><li>Participants can vote confidentially to questions by press...
Evaluating Results <ul><li>Establishing valid results from Focus Group. </li></ul><ul><li>Distinguishing between different...
Real world Examples <ul><li>“Focus groups were used to provide strategic input to elections of Prime Ministers and preside...
Summary <ul><li>From this slide show, you should have learned </li></ul><ul><ul><li>What Focus Groups Are </li></ul></ul><...
Summary <ul><li>Advantages of hiring consultants </li></ul><ul><li>Choosing an effective moderator </li></ul><ul><li>How t...
Summary <ul><li>Things to be careful of when using focus groups </li></ul><ul><li>New technologies used </li></ul><ul><li>...
Works Cited <ul><ul><ul><ul><li>Cowley, James.  Anyone can run research focus groups, right? Marketing News. V33 n5. Mar 1...
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  • Focus Group Facilitation[1]

    1. 1. Focus Group Facilitation By Matt Gagliardi OISM 470W Section 3
    2. 2. Focus Group Facilitation Getting Clear Insight to How Customers Think
    3. 3. Introduction <ul><li>What are Focus Groups? </li></ul><ul><li>How Focus Groups are used in Business and Government. </li></ul><ul><li>Focus Group Creation and Use. </li></ul><ul><ul><li>How to properly create focus groups </li></ul></ul><ul><ul><li>How to effectively use focus groups. </li></ul></ul><ul><li>Evaluating Results. </li></ul>
    4. 4. What are Focus Groups??? <ul><li>Focus Groups are a group of people, that are brought together, and asked to share their opinions about a product or service. </li></ul>
    5. 5. Where Focus Groups are Used <ul><li>Business Use </li></ul><ul><ul><li>Drive Marketing Strategies </li></ul></ul><ul><ul><ul><li>How customers think </li></ul></ul></ul><ul><li>Government Use </li></ul><ul><ul><li>Forming election strategies </li></ul></ul><ul><ul><li>Publishing trends </li></ul></ul><ul><ul><li>Impeachment rhetoric </li></ul></ul>
    6. 6. Creating Focus Groups <ul><li>Hiring outside consultants vs. Internally established groups. </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><li>Choosing a Moderator </li></ul><ul><ul><ul><li>Internal vs. External </li></ul></ul></ul>
    7. 7. Hiring Consultants <ul><li>Hiring external Consulting companies to establish and moderate the focus group. </li></ul>
    8. 8. Advantages of Consultants <ul><li>Limited knowledge of products </li></ul><ul><li>Will not make bias decisions </li></ul><ul><li>Have favorable results </li></ul><ul><li>Trained, experienced and competent professional researchers. </li></ul>
    9. 9. Disadvantages of Consultants <ul><li>Expensive </li></ul><ul><li>Unable to conduct groups on your schedule </li></ul><ul><li>Do not want to risk an unsuccessful group </li></ul><ul><li>“I am familiar with my product and can ask the right questions” </li></ul>
    10. 10. Choosing a Moderator <ul><li>Someone who knows how to benefit from group dynamics </li></ul><ul><li>Can use techniques that reduce negative influence or feedback </li></ul>
    11. 11. Choosing a Moderator <ul><li>Can control the dominant group member </li></ul><ul><li>Can motivate the shy member to participate </li></ul><ul><li>Use techniques to extract the maximum amount of information possible </li></ul>
    12. 12. Internal Moderators <ul><li>Internal moderators can save money, but can inhibit group output </li></ul><ul><ul><li>Chance that participants will refrain from showing concern or acting negatively to ideas. </li></ul></ul><ul><ul><li>Have great knowledge on product, which could intimidate participants </li></ul></ul>
    13. 13. External Moderators <ul><li>Extremely helpful in designing groups </li></ul><ul><li>Professional moderators bring experience from different research situations </li></ul><ul><li>Objective </li></ul><ul><li>Able to extract a lot of information from group members </li></ul>
    14. 14. Facilitating Focus Groups <ul><li>Key Concepts </li></ul><ul><li>Advantages and Disadvantages of use. </li></ul><ul><li>Things to be careful of. </li></ul><ul><li>New Technology. </li></ul>
    15. 15. Facilitating Focus Groups <ul><li>Key Concept </li></ul><ul><ul><li>Explore a topic to form ideas, not definitive answers. </li></ul></ul><ul><ul><ul><li>Focus groups provide insight in exploratory work to help companies realize the range of issues, perception of these issues, and the intensity of feelings of their customers. </li></ul></ul></ul>
    16. 16. Advantages of Focus Groups <ul><li>There are only a limited number of people asked to participate, so participant downtime is reduced. </li></ul><ul><li>Gives excellent insight onto what customers believe. </li></ul><ul><li>Low cost. </li></ul>
    17. 17. Disadvantages of Focus Groups <ul><li>Yield a wide range of ideas on a topic, not definitive answers </li></ul><ul><li>Results could be misleading </li></ul><ul><li>Only show a small percentage of what population believes. </li></ul><ul><li>Inexperienced moderators can impair or ruin expected results </li></ul>
    18. 18. Things to be careful of <ul><li>As focus groups are relatively expensive, companies must make sure they get their monies worth. </li></ul><ul><li>Choosing and distinguishing between good and bad group moderators. </li></ul>
    19. 19. New Technology <ul><li>New voting devices </li></ul><ul><ul><li>Participants can vote confidentially to questions by pressing buttons on a hand held device. </li></ul></ul><ul><li>Computers can instantly process information for immediate debate </li></ul>
    20. 20. Evaluating Results <ul><li>Establishing valid results from Focus Group. </li></ul><ul><li>Distinguishing between different results to see what the possibilities of advance are </li></ul>
    21. 21. Real world Examples <ul><li>“Focus groups were used to provide strategic input to elections of Prime Ministers and presidents, feedback for action by political groups or companies”. </li></ul>
    22. 22. Summary <ul><li>From this slide show, you should have learned </li></ul><ul><ul><li>What Focus Groups Are </li></ul></ul><ul><ul><li>How to Create and what to look for in creating focus groups. </li></ul></ul><ul><ul><ul><li>Differences between Internal and External focus groups. </li></ul></ul></ul>
    23. 23. Summary <ul><li>Advantages of hiring consultants </li></ul><ul><li>Choosing an effective moderator </li></ul><ul><li>How to properly facilitate focus groups. </li></ul>
    24. 24. Summary <ul><li>Things to be careful of when using focus groups </li></ul><ul><li>New technologies used </li></ul><ul><li>Real world Examples of Focus group use. </li></ul>
    25. 25. Works Cited <ul><ul><ul><ul><li>Cowley, James. Anyone can run research focus groups, right? Marketing News. V33 n5. Mar 1, 1999. P. 15 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Vincent, Lynn. 7 Deadly sins of focus groups. Bank Marketing. V31 n5. May 1999 p 36-39 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Greenbaum, Thomas L. Doing your own Focus Group is like fixing your own plumbing. Marketing News. V25 n11. May 27, 1991. P. 8-9 </li></ul></ul></ul></ul>

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