10 Tips    For Running aConsumer Focus Group
1Follow every question with a           WHY?  You learn more from the           WHYs
2With every NEGATIVE      response     Ask WHY?
3      Make every questionnaire       no more than 2 pages                include•   Name•   Address•   Gender•   Contact
4       Don’t be a     SALESPERSONleave your EGO at home You are there to learn not to sell! Your Product has to SELL ITSE...
5    Have every participant sign a       Talent Release FormAllows their photos and comments to be used on        sales an...
6Focus Group Participants should        qualify as your       END CONSUMER  Choose a minimum of 10-15 participants        ...
7Do not use the SAME participants     for each focus groupsOne participant can influence the whole groupYou can use the sa...
8  If you are not getting the      RESULTS you want       Is it the RIGHT consumer?        Is the PRODUCT at fault?Best to...
9   Ask the SAME questionsRepeat the most important questions so you get  an accurate read over multiple focus groups   Ad...
10If you don’t get     85% acceptance –go back to thedrawing board
Author of“The Caboodles Blueprint”           A Step by Step GUIDE –How to get your idea onto 30,000 retail shelves        ...
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10 tips for running a consumer focus group x

  1. 1. 10 Tips For Running aConsumer Focus Group
  2. 2. 1Follow every question with a WHY? You learn more from the WHYs
  3. 3. 2With every NEGATIVE response Ask WHY?
  4. 4. 3 Make every questionnaire no more than 2 pages include• Name• Address• Gender• Contact
  5. 5. 4 Don’t be a SALESPERSONleave your EGO at home You are there to learn not to sell! Your Product has to SELL ITSELF in 4 ½ seconds on a store shelf
  6. 6. 5 Have every participant sign a Talent Release FormAllows their photos and comments to be used on sales and promotional materialsConsumer Photos and Endorsements are valuable marketing vehicles
  7. 7. 6Focus Group Participants should qualify as your END CONSUMER Choose a minimum of 10-15 participants for each group A total of 1500 participants give the most accurate read
  8. 8. 7Do not use the SAME participants for each focus groupsOne participant can influence the whole groupYou can use the same group if you are focusing DIFFERENT products or concepts
  9. 9. 8 If you are not getting the RESULTS you want Is it the RIGHT consumer? Is the PRODUCT at fault?Best to find out NOW so you can make the necessary changes
  10. 10. 9 Ask the SAME questionsRepeat the most important questions so you get an accurate read over multiple focus groups Add more questions as you develop your product, packaging and brand image
  11. 11. 10If you don’t get 85% acceptance –go back to thedrawing board
  12. 12. Author of“The Caboodles Blueprint” A Step by Step GUIDE –How to get your idea onto 30,000 retail shelves www.leoniemateer.com
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