HOW TO BUILDA FOCUSGROUPBY DAN CENTINELLO

HERE ARE MY TOP THREE TIPS FORCREATING A FOCUS GROUP MADEUP OF SEVERAL INDIVIDUALSFROM DIVERSE BACKGROUNDS,VIEWPOINTS AND POLITICALBELIEFS.

KNOWWHATYOUWANT

You’re likely to get very little out of a focus group if you

don’t even know what you expect to learn from the group.

Rather than focus on the big picture, concentrate on a

single detail and use your focus group to “magnify” that

element. To do this, ask yourself how you’ll use the

information you learn to reach your end goal. How do your

means support your ends?

USE THREETYPES OFQUESTIONS

ENGAGEMENTQUESTIONS

TO GIVE PARTICIPANTSA SOLID IDEA OF THE

SUBJECT MATTER BEINGCOVERED IN THE GROUP

EXPLORATIONQUESTIONS

TO ALLOWPARTICIPANTS TO GO

OFF THE BEATEN PATHAND TRULY BECOME

ENGAGEDIN THEDISCUSSION

EXIT QUESTIONSTO DOUBLE-CHECK TOSEE THAT ALL GROUNDWAS COVERED BEFOREBRINGING EVERYTHING

TO A CLOSE

KNOWWHO YOUWANT TOTALK TO

Once you know what you want to talk about in your focus

group, decide which individuals are better able to provide

you with true insight. For instance, you wouldn’t ask strict

tea-drinkers to participate in a focus group about their

favorite coffee. Once you have a well-defined group, you’ll

be able to uncover potential differences and similarities

between participants and make adjustments as needed.

GOOD LUCK!

JUST AS A WELL-BUILT HOUSECAN ONLY BE CONSTRUCTEDWITH THE PROPER TOOLSAND MATERIALS, THE SAME ISTRUE OF FOCUS GROUPS.

A PRESENTATION BY DAN CENTINELLO