Focus

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Focus

  1. 1. Focus Groups By: Ryan Phillips
  2. 2. <ul><li>Written by Paul Berger </li></ul>Lets Hold a Focus Group!
  3. 3. Defining: Focus Groups <ul><li>A moderate discussion held by 6-12 people who share something in common. </li></ul><ul><li>Used to learn views and opinions of different individuals. </li></ul><ul><li>Usually run around 60 minutes. </li></ul>
  4. 4. Purpose of Focus Groups <ul><li>To learn from the organizations Constituents. </li></ul><ul><li>Find out what the customer wants and how they think. </li></ul><ul><ul><li>Help Improve Marketing plans </li></ul></ul>
  5. 5. Organizing a Focus Group <ul><li>To eliminate bias, focus groups should have an equal or proportional amount of people chosen at random and from different segments of the audience. </li></ul><ul><ul><li>Vitamins-by-mail (heavy users vs. light users) </li></ul></ul>
  6. 6. How To find Participants <ul><li>Use a database of current and former customers as well as potential customers and work the phones. </li></ul>
  7. 7. Types of Questions <ul><li>Interview Protocol </li></ul><ul><ul><li>List of questions grouped by category </li></ul></ul><ul><ul><li>Guides the Moderator </li></ul></ul><ul><ul><li>Questions should be open-ended, neutrally presented, clear and concise. </li></ul></ul>
  8. 8. Questions not to ask! <ul><li>Financial questions </li></ul><ul><li>Personal questions </li></ul><ul><li>Questions in a “Quiz” format </li></ul><ul><ul><li>Could be reluctant to sharing their views </li></ul></ul>
  9. 9. Moderators <ul><li>Focus Groups should be ran by a Moderator </li></ul><ul><ul><li>Usually have backgrounds in psychology or communication </li></ul></ul><ul><ul><li>Should be conversational, genial, and dispassionate about the material being covered. </li></ul></ul><ul><ul><li>Help keep conversation flowing. </li></ul></ul>
  10. 10. Analyzing Focus Groups <ul><li>Minimum of three people go through the data and make a list of themes. </li></ul><ul><ul><li>Go through answers and put them into the different themes </li></ul></ul><ul><ul><li>From these themes the analysts can draw conclusions about what is important and categorize the info. </li></ul></ul>
  11. 11. Conclusion <ul><li>Good way to get resourceful info </li></ul><ul><li>Time Consuming but effective in the long run. </li></ul>

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