10 Tips for Running Successful Focus Groups

8/6/2019 10 Tips for Running Successful Focus Groups

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10 tips for running successful focus groups

by Thomas L. Greenbaum

How often do we researchers take time to reflect on our work and identify the key lessonsthat might be useful to others in the profession or considering entering it?

I have spent most of the last 15 years moderating focus groups on a wide variety of topics for

more than 300 different organizations. As a result, I have learned some important lessons

about focus groups that I want to share:

1. You never can do too much planning for a focus group.

The effort put into advanced planning for a group always pays out in terms of the

overall quality of the output from the process. This includes such things as the most

appropriate recruitment parameters, the content and flow of the discussion guide andthe "external stimuli" that are used to elicit reactions from the participants.

2. Manage the recruitment process actively to be sure to get the right people in the

groups.

Despite the good intentions of recruitment organizations throughout the country, the

moderator has the ultimate responsibility for the quality of the respondents.

Because the quality of the output from focus groups depends on having the right

people in the room, I decided years ago to invest in a full-time field professional to

focus on this aspect. This enables me to concentrate on the actual focus group

process, including developing the moderator guide, moderating groups and writing

effective reports.

3. Dont prejudge the participants based on physical appearance.

I have found that the appearance of the people in the groups generally has little

relationship to how effective they can be as participants. Further, a participants not

having a great deal of formal education does not mean he or she does not have a great

deal to say about a key topic being evaluated.

Clearly it is easier to conduct and watch focus groups comprised of attractive,

articulate, educated people. But it is vital to realize that these characteristics are not

necessarily critical to gathering useful information.

4. The best focus group moderators bring objectivity and expertise in the process to a

project.

Specific product knowledge should not be an important criteria in selecting a

moderator because a well-trained professional will take the time needed to learn

enough about the topic being discussed to be an effective facilitator.

An effective moderator must be able to draw people out in a group environment,


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listen well, interpret the results of the sessions and communicate those results

effectively to the clients.

5. Achieving research objectives does not guarantee a successful focus group project.

Some clients only view groups that educate and entertain as an effective research

tool. Others have different research objectives that must be accommodated before

they will feel the process was a success. These could include such things as the decor

and comfort of the focus group facilities and the presentation of personally selected

gourmet food for the client observers.

An effective moderator must be aware of these factors to have a satisfied client who

will return.

6. The moderator and the client should coordinate their efforts at all stages of the

process for the research to achieve its objectives.

For the moderator, this includes obtaining client input to the discussion guide and

working with client organizations to develop the most effective external stimuli.

It also means regular communication between the moderator and the client observers

who are watching a group from behind the one-way mirror. This should take the form

of face-to-face discussions at regular intervals during the group, rather than random

notes being sent into the room at the whim of a backroom observer.

Client observers need to be briefed about the most effective way to work with the

moderator so that during the focus group session, minimal time is spent

communicating the maximum amount of information.

7. Most client organizations conduct more focus groups than are necessary to achieve

the research objectives.

It is not unusual for an organization to do eight, 10 or 12 groups in a series when four

or six would be adequate.

There is no sure way to determine the optimal number of groups in a research

program, but I generally find relatively few differences by geographic area.

So, I encourage clients to conduct as few sessions as makes them comfortable, with

the caveat that it is always possible to conduct more if necessary.

8. One of the most important services a moderator can provide is a fast report

turnaround.

Because of the subjective nature of focus groups, it is common for different client

observers to leave with different interpretations of the most important information

that emerged.

By giving the client organization a full report within three to five days after the


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group, the people who attended the sessions quickly gain the benefit of the

moderators perspective so they can identify what they do and do not agree with.

In addition, each of the observers can use the moderators report to determine the

common areas of agreement and disagreement. This is particularly important, as theultimate findings and conclusions from the research will be distributed throughout

the organization.

9. Client observers should be thoroughly briefed about the research objectives before

the sessions start.

Although most people who observe focus groups understand the process and have

watched focus groups from behind the one-way mirror before, it helps to review the

goals of the sessions beforehand to ensure that all the observers are in sync with the

objectives and the desired output.

This can help you avoid embarrassing last-minute surprises.

10. The most valuable service a moderator can provide is objective conclusions based

on the interpretation of the research, without regard for what the client wants to hear.

It is easier to give clients good news that confirms their beliefs, but it is a mistake to try to

sugarcoat conclusions so the client is not disturbed with the outcome of the groups. A

qualitative research consultant must offer clients total objectively and honesty in order to

provide the expected quality of service and professionalism.

This is one of the most important things a moderator can do for the client. Its probably the

only one in which the moderator has a unique position because the client personnel who

attended the sessions have their own internal agendas for the research that affects their

interpretation of the research results.


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10 Tips for Running Successful Focus Groups