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Focus Group Report Template
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Focus Group Report Template Document Transcript

  • 1. Focus Group Report TemplatePurposeThe purpose of this tool is to help you communicate the findings of a Focus Group.How to Use this TemplateComplete the following sections with your market research team: Executive Summary,Introduction, Methodology, Demographics, Discussion Results, Conclusion,Recommendations and Appendices.Update the look and feel of this document to reflect your corporate brand, and be sure toinclude many images that reinforce your message and show you in action.[Insert your Logo here]Focus Group Report[Insert date]Company Name Prepared For:Company Address Line 1 Prepared By:Company Address Line 2 Date:
  • 2. Table of Contents1. Executive Summary 32. Introduction 33. Methodology & Participant Profile 33.1 Instrument Development3.2 Site Selection3.3 Participant Selection3.4 Focus Groups3.5 Participant Profile4. Demographics 45. Discussion Results 45.1 Topic #15.2 Topic #25.3 Topic #36. Conclusion 67. Recommendations 68. Appendices 7
  • 3. 1. Executive SummaryProvide a brief description of the key findings of your focus group, discuss your initialhypothesis and document the objectives of the study. Be sure to highlight issues that arerelevant to your target audience.2. IntroductionBriefly discuss your market research study. Include relevant background information and ashort description of any findings produced from other research methods.3. Methodology & Participant Profile3.1 Instrument DevelopmentDiscuss the process taken to develop your discussion guide, participant profile form andany other documents related to your focus group. Include purpose & explanation oftopics & questions for all documents. Any documents discussed here can be inserted inthe final section of this report – 8. Appendices.3.2 Site SelectionDiscuss the reasons for your focus group location choices. If applicable, provideinformation on the selected locations that may correlate to your study.3.3 Participant SelectionDescribe the process of selecting participants for your focus group. Include qualificationsof your participant recruiter, his/her actions taken to recruit, any incentives given topotential participants in order to attend and any other relevant information.3.4 Focus GroupsProvide general information for the actual focus group events. Include a list of dates,times and locations; length of discussions; instruments used to record/transcribe thesession; and any other specific information regarding the actual events.
  • 4. 3.5 Participant ProfileHighlight important details from the participant profiles completed by each attendee.Insert the completed forms in the final section of this report – 8. Appendices. You will beable to specifically describe your participants in the next section – 4. Demographics.4. DemographicsSummarize your participant profiles here. Include detailed information, percentages and/ortables based on the following key areas:1. Number of Participants2. Age Range(s)3. Gender4. Race5. Education6. Employment7. Income8. Other (could include, but is not limited to, Marital Status, Number of Children,Languages Spoken, and Country of Origin)5. Discussion ResultsIn this section, provide a detailed analysis of the topics discussed, responses received andoverall attitudes. While you may be discussing more than 3 topics, here are a few topicoutlines to get you started with data analysis:5.1 Topic #1Briefly describe the topic being discussed. Insert the questions asked, responses &attitudes here:1. Question #1a. Summarize Responses
  • 5. b. Generalize Overall Viewpoint2. Question #2a. Summarize Responsesb. Generalize Overall Viewpoint3. Question #3a. Summarize Responsesb. Generalize Overall Viewpoint5.2 Topic #2Briefly describe the topic being discussed. Insert the questions asked, responses &attitudes here:1. Question #1a. Summarize Responsesb. Generalize Overall Viewpoint2. Question #2a. Summarize Responsesb. Generalize Overall Viewpoint3. Question #3a. Summarize Responsesb. Generalize Overall Viewpoint5.3 Topic #3Briefly describe the topic being discussed. Insert the questions asked, responses &attitudes here:1. Question #1a. Summarize Responsesb. Generalize Overall Viewpoint2. Question #2a. Summarize Responses
  • 6. b. Generalize Overall Viewpoint3. Question #3a. Summarize Responsesb. Generalize Overall Viewpoint6. ConclusionSummarize the findings of your focus group. The summary should include a briefsummary of question responses and overall attitudes/viewpoints of the group towardsdifferent topics.Draw conclusions based on the feedback your focus group produced. Your conclusionsshould provide insight into the overall consensus of the group’s opinions.7. RecommendationsFrom your findings and the conclusions you drew in the previous section, attempt to offerrecommendations to the sponsoring organization on how to improve, enhance or changethe topics discussed in this focus group. Recommendations may include, but are notlimited to: behavioral modifications, structural improvements, changes in workflow, and/ornew program suggestions.Your recommendations should derive solely from your findings in this focus group. Whilefindings from other research efforts may help you build your discussion topics & questions,you will want to propose any changes based on your findings in this focus group as not totaint the outcomes received.
  • 7. 8. AppendicesInsert the documents associated with this focus group. These documents may include, butare not limited to: Focus Group Discussion Guide Participant Profile Form (Blank Copy) Participant Profile Forms (Completed)