Focus GroupsMaking

Work for You©2012 Edward Sarkis Balian, Ph.D.

All rights reserved.

Got an idea? You need market research!

• Feedback on a new product or service• Exploring ideas you haven’t thought of• Planning initial marketing• Revamping your marketing approach• Considering product

changes/improvements

But what kind of research do you need?

• Primary?• Secondary?• Quantitative?• Qualitative?

The best research combines hard research data with focus groups, surveys, census data, etc.

Maybe all of the above!

Focus Groups

• Small groups of 8-15 people • Focuses on series of pre-

determined questions on 3-5 general areas

• Held in a neutral location• Usually last for 2-3 hours• Run by a qualified moderator

Results are subjective and qualitative.

Focus Group Advantages• Group setting allows participants to share their

insight & be candid• Subtle information can be learned from

actions, body language and other non-verbal communication

• Possible to determine the perception people have about you, your business and/or your products and services.

• You have an opportunity to get input from people with diverse backgrounds and perspectives all at once.

Disadvantages

• Time needed to research questions, find participants and plan the overall process.

• You need a professional moderator and note taker with knowledge of your product or service.

• You must ensure that your biases or those of your moderator don't alter or invalidate the results.

• Can be costly

You want some feedback…so who are you going to call?

Do you want the truth or warm fuzzies?

What will you learn? Most focus groups center on the following

topics: Strengths of your proposed product/service Weaknesses “First impressions” of name, logo, value,

etc. Perceptual map of competitors Colors/shape/design of packaging Price point(s)

Finding Participants• Determine your target market—age, gender, interests,

socio-economic background, etc.

• Determine where to find them

• Establish a large pool of possible participants• Get creative—advertise for them,

parking lot surveys, make a dealwith an organization, etc.

Find a professional moderator• Must understand your product or service (will sign an NDA)

• Helps you determine questions

• Provides advice on finding participants

• Moderates the group & keeps it on purpose

• Ensures that all relevant information is captured (note taker)

• Provides you with a written report in 7-10 days

Use a professional moderator• Do not moderate or run a focus group involving your own product or service.

• Do not ask friends or relatives to be participants or to moderate the group.

 • You should not be a participant or in the room.  • It is impossible to be unbiased—and worse, you can

bias the group’s responses!

Find a place• Neutral territory— not your home or office!

• Comfortable

• Provide refreshments (no alcohol before the group does its work!)

How much does it cost?

• Moderator - $150/hour including prep time and report preparation

• Cost to recruit participants• Pay for participants ($50-$100)• Note taker• Room Rental• Refreshments

What to Expect

• Professionally written, detailed report in 7-10 days• Centered on your issues/questions• Suitable for venture capitalists or bankers• Becomes part of your business & marketing plans

Final Thoughts

Focus Groups are not a substitute for hard data. The best research combines hard research data with FG surveys, census data, etc. FG research alone better than no research but use caution in interpreting the results!

Contact…. Edward S. Balian at:

www.EdwardBalian.com