1. Global Focus Group Engagement-
Guide
The purpose of this guide is to help you to create a small
campaign that should help you to engage AIESECers and
externals as participants.
It is divided into 4 parts:
1. Objectives of the campaign
2. Target groups
3. Messages
4. Channels
In case of questions please contact klaus.oberbauer@aiesec.net

2. 1. Objectives of the Campaign
The main objective is to test if the re- designed brand concept is actionable and useful for
our current members.
In one focus group there should be 15 - 30 AIESECers. You can run several focus groups at
the same time.
In order to create a campaign you need to specify your
a) target groups,
b) create the messages
c) find the channels to reach the people you need
...in your local entity.
Dates:
Focus group interviews should be realised from the 19th of November until the 2nd of
December.

3. • 20 – 30 Focus Group participants
Goal
• MC/LCPs/LCVPs/Middle
Target Managers/Members/functional areas
• Which channels are most effective?
Channel
• Which message will be most effective?
Message
Remark: probably you have to customize channels for every target group
(e.g. different facebook groups and messages for different organizational
levels/funtcional areas)
2. Target Groups
What to consider when choosing participants:
Group size: 10 – 30 participants
Age group: 18-24 year old students and recent graduates
Ideally each organizational levels participating in at least one group (members, middle
managers, EB, LCP, MCVP, MCP)
Have all functional areas participating in at least one group
Gender (ideally a mix of 50-50 overall in your groups)
Study backgrounds – have as many different backgrounds as possible in each group
Ethnic population among your target audience in your country – have each ethnic
background participating in at least one group
Regional differences – have as many different regions as possible in each group
Languages spoken in AIESEC in your country – have people from each language
participating in at least one group

4. 3. Channels
Based on the target group you can find the channels needed and most effective in your MC
and local entities.
4. Messages
Based on the selected channels you should customize your message.
The messages have to be aligned to the profile of people in your MC and LC s.
Some suggestions for the message creation process
If you create the messages for your campaign you should focus on why people usually
participate in focus groups in order to get their interest.
Giving people a sense of status is a very strong motivator. Create a message that makes your
members feel special and valuable by participating in the groups.
AIESEC members are probably very curious about the new brand. Target this curiousity and
create excitement about the new brand.
A general reason to attend Focus Groups is because people like to give their opinions about
various topics; they find it interesting meeting and chatting with their peers about subjects
of interest. For many it also is a break in their routine and a fun way to spend an evening.
A third reason why people attend focus groups is to learn about the research technique or
the topic being discussed. Often focus groups can be very helpful to people who are seeking
additional information about a subject. They can talk with others about various aspects of
the subject, gathering much useful information.
Important note: Let your audiences know beforehand why they were selected to
participate in the group, how the information will be used, and what is the goal to give
them an overview of the focus group (use the preparation booklet)
Good luck! : )