Focus groups are perfect for having candid, in-depth conversations with people who are interested in your brand. As a result, the findings result in primary, qualitative data, which is occasionally used, as part of the market research plan, to be used to create quantitative research questions. The content of all focus group interviews is usually recorded and transcribed to facilitate later analyses. However, we know from social psychology that group dynamics are often at play in any group, including focus groups, and it is useful to be aware of those possibilities.

Focus groups are less formal than surveys, so the researcher will have predetermined questions to ask, but as participants share their impressions, the conversation usually flows and deepens. The secret to a successful focus group is to select a sample of fairly homogeneous participants—usually 8–10—who will have shared experiences and viewpoints relevant to the decision problem.

Focus groups, which typically last one to two hours, are used to gather consumer opinions on the following topics:

• New products or marketing campaigns;
• Sentiment surrounding the brand;
• Opinions on a brand’s new direction or visual style;
• Suggestions for how the brand could improve its position or branding.

There are several ways to find participants for a focus group: inviting individuals from your existing customer database; using a traditional market research recruiting agent; posting a call out on your website or social media communities. It is customary to provide participants with a small incentive, like a gift card or payment, because focus groups take place during a fairly long period of time.

Components of a focus group

As can be seen in the module 4 table comparing qualitiative and quantitative research, qualitative research is generally more costly and resource-intensive than quantitative research. One of the reasons for this is the suggestion that a focus group be facilitated by a professional moderator; focus group facilitation is a highly skilled profession, and it can be difficult for employees or those with a connection to the topic or business to be able to remain neutral and not direct the answers for respondents. Typically, the professional facilitator will produce a discussion guide, which is a document that contains all of the questions that will be probed with the group. The facilitator and the client will collaborate to create a discussion guide that contains only those questions that are directly related to the decision problem of the research.

Dr. Richard A. Krueger is considered one of the top researchers of focus groups. This video clearly  explains the steps one would take to set up an in-person focus group.

Components of a discussion guide

The components of a discussion guide typically include:

1. Introductions and welcomes: This is an opportunity for the facilitator to welcome everyone, go through housekeeping items such as where the bathrooms are located, and go through the ‘rules of engagement’. This is also the time where the facilitator reminds everyone of if and how the session will be recorded and how the findings will be used. This is also a good time to have some sort of ice breaker exercise, so names can be shared and participants can begin to build rapport.
2. Research objectives: The facilitator will share the objectives of the research and may or may not choose to share the identity client. Sometimes clients will hire market research firms to gather information about a specific product, like diapers, and want to ask parents about their opinions on all types of diapers. Therefore, it may not always be disclosed to the participants who the client is.
3. Warm-up questions: In order to continue to build rapport amongst the participants, one or two questions to get folks talking will typically take place at the start of the session.
4. Key questions: The facilitator will have a number of key questions that have been pre-determined along with the client. These questions will be probed in depth and the facilitator will ensure that everyone has an opportunity to share their opinions and build on the answers of other participants. Once the key questions are close to completion, often the facilitator will connect with the client, who may be observing in an adjacent room with a two-way mirror, to consult on any additional questions that may need to be asked.
5. Conclusion: The facilitator will want to end the focus group on a positive note, so will typically provide a summary of the points discussed, ask participants for any final thoughts, and offer a warm thank you to everyone.
6. Final report: The facilitator will review the recording and transcript of the focus group, and provide an in-depth report with recommendations for the client.

Dr. Richard A. Krueger and Dr. Mary Anne Casey have a comprehensive handout on focus group research methods that can be accessed on their website here.

Online focus groups

Online focus groups involve respondents gathering online and reacting to a particular topic. Typically, the sequence of events is similar to an in-person focus group, but there are differences to participating in a focus group virtually. Respondents can be sourced from all over the world and react in real time, arguably being freer with their responses since they can be anonymous in an electronic environment. Online focus groups can be conducted using a range of technologies. The most common is a tool such as Zoom or Google Meet to schedule a live meeting where reminders and follow-ups by email can occur. These tools allow for video conferencing and can make it easier for the researcher to pick up clues from the respondent’s voice and facial expressions, as well as to have the session recorded and transcribed. Certain AI tools that are now available, such as OtterPilot, joins meetings, records audio, writes notes, captures slides, generates summaries, and answers your team’s questions.

One advantage of online focus groups is that they offer more opportunities for accessibility. For instance, parents and caregivers may not have the time to travel and participate in a focus group in person, but they can participate online for two hours. Online focus groups can also reach potential participants who live in suburban or rural communities across Canada. Additionally, technological tools like ASL and simultaneous translation can remove barriers that prevent people with disabilities or those who do not speak English as their first language from participating.

Focus groups have certain drawbacks: most require a desktop or laptop computer with high speed internet, which may be prohibitive for people who live in more rural areas; additionally, a basic level of computer knowledge is necessary, which may not be applicable to all potential participants; finally, it can be difficult to establish a rapport with people over the internet, which could compromise the quality of the group’s overall insights.

Focus groups conducted online are a great way to quickly gather a large amount of qualitative data. When organizing a focus group, aim to have eight to ten participants, but do not have too many so that some participants are drowned out by others. Technical difficulties are common with online focus groups, especially when participants are connecting from different locations and Internet connections, so allow extra time at the start of the session to make sure everyone can participate in the discussion without experiencing any technical difficulties.

Market Research in Action: Maya

Maya and the GreenTree team decided to move ahead with an in-person focus group in a facility that is physically accessible and has a one-way mirror so GreenTree staff can observe the discussion. Due to budget constraints, Maya was the facilitator of the focus group, so she created a discussion guide that was approved in advance of the focus group. No translation was needed as all participants would participate in English.

 

Here is a high-level overview of the focus group.

Introductions and welcomes

• Maya welcomed each person at the door and told them where they could hang their coat, shared the location of the washroom and invited them to take some food and drink.
• Once everyone was seated comfortable, Maya went through a number of housekeeping items, and shared that the session would be recorded and that members of GreenTree were on the other side of the one-way mirror.
• Details of how the data would be stored and used were shared with all participants and they were informed that they could leave at any time.
• Maya then distributed name tags and had a small icebreaker exercise so everyone had a chance to share something about themselves.

Research objectives

• Maya shared the purpose of the research: That GreenTree was wanting to assess the tree planting program in order to make informed decisions about it going forward.
• Maya shared why the participants were selected and that their feedback was very valuable to the GreenTree team.

Warm-up questions

Maya created two questions order to build rapport amongst the participants.

1. How would you describe your relationship with nature or the environment in your day-to-day life?
2. Share a memorable experience you’ve had in nature that was meaningful to you.

Key questions

• After the group was warmed up, Maya followed the discussion guide and asked a series of open-ended questions that were pre-determined along with GreenTree. These questions are designed to be probed in depth and the facilitator will ensure that everyone has an opportunity to share their opinions and build on the answers of other participants.

Some of these questions could be:

1. What sparked your interest in participating in this focus group discussion about tree planting programs and environmental initiatives?
2. What comes to mind when you think about tree planting initiatives or environmental programs?
3. Are you familiar with any tree planting programs in British Columbia, and if so, which ones?
4. What motivates or discourages you from participating in environmental initiatives or tree planting programs?
5. What qualities or attributes would encourage your involvement in a tree planting program?
6. What do you expect from a tree planting program in terms of impact or outcomes?
7. What new elements or approaches would make a tree planting program more appealing or effective to you?
8. Are there specific areas or communities where you believe tree planting initiatives would be most impactful?

• Once the key questions were close to completion, Maya left the room to ask the GreenTree team if they had any additional questions for the participants.

Conclusion

Maya provided a summary of the points discussed, asked the participants for any final thoughts, and offered a warm thank you to everyone. As the participants left, they were given a fee to compensate them for their time.

Final report:

Maya reviewed the recording,  transcript and her notes, and provided an in-depth report with recommendations for the GreenTree team.

References

Krueger, R. A., & Casey, M. A. (2015). (rep.). Focus Group Interviewing Research Methods.

Richard Krueger. (2015, July 28). Moderating Focus Groups [Video]. YouTube. https://www.youtube.com/watch?v=xjHZsEcSqwo

Stokes, R. (2018). eMarketing: The essential guide to marketing in a digital world (6th ed.). Quirk eMarketing. CC BY-NC-SA 3.0