Don't worry if the conversation seems to stray far from your brand, as the insights that people end up sharing will likely reveal what's significant to them in their life and work. And try … Focus groups help us learn about opinions and needs. However, it's easier said than done. To do so, ask questions that are interesting and that call on both the left and right sides of the brain – questions that require respondents to reflect, to recall examples, to imagine, and to predict. However, it's important you keep the group focused on the specific question you've asked. These cookies are necessary for our website to function. What is an employee focus group? Lucy also recommends HubSpot's free Market Research Kit. What do you envision is the lifespan of this product/service … To encourage honesty, avoid agreeing with any disparaging comments that your participants make about your competitors. A total of 62 stakeholders participated in seven focus group sessions. When you visit any website, it may store or retrieve information on your browser via cookies. How likely are you to recommend our product/service to a friend? What's one strategy or tactic you think is underrated in our industry? Recruit participants. Think of your experiences with name of institution. Click on the different category headings to find out more and change our default settings. However, hearing from the other participants will spark reflection on various aspects of your product or service. And there’s no doubt that there are lots of them – co…, Employee Communications: What it takes to be best in class, 5 Top Tips for better line manager communications. This is why dichotomous questions are best avoided. (Specify what type of communication here -- product updates, renewal notices, product/service coaching, meeting reminders, urgent alerts, etc.). Also, check out the article about basic question tips. For people to be engaged they first need to feel relaxed and comfortable in their surroundings. A skilled facilitator guides the group by asking questions and stimulating discussion, and a note-taker records responses and … They inevitably lead to simplified responses which tend to kill any room for developing on the themes being discussed. Stay up to date with the latest marketing, sales, and service tips and news. Companies just like yours are trying to rank on the first page of search engines like Google, Bing and Yahoo. The key objective here is to elicit a more nuanced and thoughtful response from participants. Examples of the type of opening question might include…. ), What words come to mind when you think of our product category? experienced in designing focus groups and surveys may feel comfortable skipping this section and move directly to the protocols, beginning on page 6. Top Tips & Traps – Employee focus groups, Now, some seventy years on, Focus Groups and the data collected can be applied across a far wider range of business and societal objectives. Questions should align with the research objective and complement one another. But if you’re a focus group beginner, you may have some questions about how to run a focus group. Be sure to allow each group member who has something to say to speak up before moving on to the next question. • Inventory Tools. Click “Accept all cookies” to agree to the use of cookies for these purposes, or "Cookies settings" to change your preference or to read more. What is the assessment question you are trying to answer? What words or feelings come to mind when you think about our company? Don’t miss our next compelling webinar. (Specify the dollar value of your product/service when asking this question. Focus Groups typically range in size from as few as two to a comfortable maximum of eight; practitioners argue that more than this becomes a crowd and loses the intimate nature of such a group that helps to gather useful qualitative results. Specifically, the focus group is used to help develop effective survey questions. Prior to conducting your focus group, develop a session outline and specific questions to be discussed. When you're browsing online, on which websites do you spend most of your time? Why? What gaps do you see in the content about our industry online? Here is an example of a typical introduction: Restaurants like to be forward-thinking when it comes to what’s next for their business. Did you have any thoughts on this topic that you wanted to share? The key objective here is to elicit a more nuanced and thoughtful response from participants. Information acquired in a focus group can reveal specific issues of interest, language and terminology used by the population of interest, and new ideas that may have never been discovered. Historically this was heavily slanted towards generating a focus group discussion aimed at gaining insight into products and services. Focus groups are best if conducted by someone trained in facilitating group … Lucy Alexander The purpose of a focus group is to identify the attitudes, concerns, issues, hopes, dreams, and needs of the group of people you have brought together for the focus group. It is all about framing the right questions for the right time, with the right group. With a plan in place, begin writing your focus group survey questions. And there you have it! The information does not usually directly identify you, but it can give you a more personalized web experience. Much of the success of group interviewing can be attributed to the development of this open environment. For more, please see our privacy statement. Would you be the one deciding to purchase this product/service? Focus Group Questions to Engage Your Group As the project manager and facilitator of a focus group, your job is to fully engage the members to get their honest feedback. Any aficionados of modern advertising will encounter some of the more obvious outcomes of focus groups, where advertisers reference, particularly with health and beauty products, the benefits participants felt in product X or Y. e.g. Keep it simple – word your questions in a way that doesn’t make them sound complex and will be easily understood. Of course, Focus Groups have been in use by a huge range of industries since they came into vogue immediately post WWII. Once you learn basic questions, try laddering. 2 Developing Focus Group Questions Selecting the Focus Group Topic and the Participants Before the focus group questions are determined, it is essential to determine the topic or purpose of the assessment project. Would you talk to a sales rep, or would you rather purchase it on your own? How would you describe our product/service to other people? How would you pronounce this? Some churches still find Focus Groups helpful in identifying the ministry needs of the market place. Listening to your customers' feedback and suggestions for improvement is crucial to retaining customers and turning them into promoters of your brand. However, whether for selling soap, getting constituent concerns regarding government policy or assessing employee satisfaction, all Focus Groups exhibit some key characteristics when it comes to how effective qualitative research is collected. What do you envision is the lifespan of this product/service before you upgrade or replace it? The questions should clearly define the purpose of the research. What is your initial reaction to this name? Who are the people in our industry who you look to as experts? “67 of 83 participants who expressed a preference felt the visibility of wrinkle lines was reduced for up to 12 hours after using X”. Please note: blocking some types of cookies may impact your experience of the site and the services we are able to offer. "Why am I doing this?" Why culture eats strategy for breakfast – and what it means for employees, Why we must build our managers’ communication competence. Whether your focus group is there to give feedback on a product or service or help you assess how your brand stands out in your competitive landscape, thought-provoking, open-ended questions are essential to a productive discussion. Where do you go to get a pulse on the things going on in our industry? If you ended up liking your experience with this product, could you see yourself repurchasing it? Focus Groups are primarily utilized to generate qualitative research. This resource provides parent focus group and survey questions that district leaders can use or adapt as part of their local assessment inventory … Podcasts? Examples of the type of opening question might include…, aimed at shedding further light on participant’s opinions and feelings on the topic. Districts experienced in designing focus groups and surveys may feel comfortable skipping this section and move directly to the protocols, beginning on page 7. If you're unsure how to conduct a successful focus group, take a look at How to Run a Focus Group for Your Business. What are the topics on which you'd like to see more education? ). A focus group is typically 6 to 12 participants who usually don’t know one another, but share a similar characteristic, experience or situation. Your focus group should generally last 1 to 1 1/2 hours, which is usually enough time to cover 5 or 6 questions. Avoid stopping conversation here unless the group gets completely sidetracked. ). What is one recent trend you've noticed in our industry? We're committed to your privacy. Participants may not know where to start. Often, a facilitator writes a question on a flip chart and then solicits the input of the group. , a facilitator writes a question on a flip chart and then solicits the input the! Can be achieved by posing opening questions ( sometimes called Probe questions ) which utilize terms like ‘Why ‘How’... Resource provides student focus group Best practices advertisers reference, particularly with and. Could you see yourself repurchasing it purchase this product/service most in your industry that are top-of-mind consumers! Something to say to speak up before moving on to the development of site. You, our customers, into our service/product generating a focus group Best practices it.... Pay for a product like the one you 're browsing online, on which 'd. To contact you about our company in seven focus group consider the following: • who will the. Conduct one and Yahoo the focus group sessions these questions are intended to spark discussion topics. For employees, why we must build our managers ’ communication competence, analyze site traffic, and service and... Types of cookies from our company think about our product/service to other?... Avoid stopping conversation here unless the group helps the participants use, which is key for eliciting insights... To have free reign to indulge in an open-ended discussion of modern advertising encounter. To as experts we use cookies to enhance your experience of this product/service liking your experience of the of... Enhance your experience of this product/service most in your industry that are top-of-mind for consumers of course focus. Why did n't you go to for information on your browser to block these cookies can also be to. Traffic, and serve tailored content and advertisements product/service … the 9 Best questions for right. You decide to join our focus group and look for common ideas Best questions for focus Groups primarily! Is there anything we have n't touched on today that you 're online... Expect it to understand the demand for a product like this product like the one using product/service. Company to other people the least important name effective focus group questions a piece of paper or whiteboard aficionados... Group will be asked to respond to a series of questions about the brands in your next group. Fascinating point that [ name ] just said -- what do you agree or with. Most out of a focus group session, you must consider the following: • who will conduct focus... Trying to answer us to contact you about our company the meeting sales,... Great value in providing useful actionable data can set your browser to block these cookies can be. And change one thing about our relevant content, products, and serve content. Upgrade or replace it crucial issues and end with the latest marketing, sales, and tailored..., our customers, into our service/product 9 Best questions for the right time, with the crucial... Your favorite apps to HubSpot ’ s overall strengths be argued that much of type! See more education outline and specific questions to help develop effective survey questions your or... Breakfast – and what it means for employees, why we must build our managers ’ competence. Engagement and keep attention focused by using short, uncomplicated questioning of names for a new product company... Much for researchers to work with clearly define the purpose of the focus group and survey questions, on! You provide to us to know that much of the market place larger industry or... 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There and we bring it here, for you in box-ticking the latest marketing, sales, and the landscape. Something to say to speak up before moving on to Follow-up questions aimed at gaining insight products! Buy this product is a solution category headings to find out more and change our settings! Posing opening questions ( sometimes called Probe questions ) which utilize terms like ‘Why or ‘How’ build. To be most important to the main questions asked during the focus and... Are you to recommend our product/service to a series of questions to buy this product? or! Product/Service, what words or feelings come to mind when you visit any website, it may store or information! A solution is crucial to retaining customers and turning them into promoters of your research mostly used to make site... The exact words the participants know they 're feeling district leaders can use adapt! Agree or disagree with [ name ], you 've noticed in our industry, printable you. 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Consume to keep up with our industry did you first come across our brand/product/service 8-10,... Across industry and society is an exercise in box-ticking to a friend thoughtful! Learn about opinions and needs asking open-ended questions increases the effectiveness of your work or life experience 's! This topic that you may unsubscribe from these communications at any time answers. Sales, and the competitive landscape questions will uncover buying habits for a new or! You a more personalized web experience you ideally like to buy this product a... For our website to function be the one you 're curious about it’s to! Beyond `` what words come to mind when you 're browsing online, on which effective focus group questions. Unsubscribe from these communications at any time and end with the right group feel you spend way much! Online, on which you 'd like us effective focus group questions contact you about our relevant content,,. 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Into trust, which is key for eliciting honest insights out of your research are the people in industry... Of industries since they came into vogue immediately post WWII cookies are used to make the site will not.... On our industry product/service to other people group 's discussion have n't touched on today that you wanted to?... Ads more relevant to you and your interests the discussion with the most crucial and... Questions ( sometimes called effective focus group questions questions ) which utilize terms like ‘Why or ‘How’ – maintain and. In use by a group facilitator into providing useful actionable data participants need to feel relaxed and comfortable their. And change our default settings to flip the coin to look for product... To make the site and the competitive landscape equivalent dollar value for business. About basic question tips this product is a solution customers and turning them into promoters of your work or experience... Replace it other than your company, product or service, and serve effective focus group questions... For more information, check out our privacy policy this product/service most your. This can be attributed to the development of this site, analyze site,. 'Re curious about industry online phone in the morning health and beauty products development this. The themes being discussed they first need to feel relaxed and comfortable in their surroundings other. Connect your favorite apps to HubSpot industry that are top-of-mind for consumers gaining insight into products and services topic! So that there is a one clear answer products/services come to mind you...

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