Focus Group Principles By Holly Edmunds Holly Edmunds is Managing Partner of RS Consulting USA, LLC.

Prior to joining the RS team, Ms. Edmunds was Market Research Manager for Xerox Engineering Systems and as Primary Research Specialist for Hewlett-Packard. 1. The Basics What is a focus group? Focus groups are a form of qualitative research; a loosely structured means of obtaining opinions related to a specific topic. Groups usually consist of eight to ten people recruited and brought together based on prespecified qualifications. Focus groups are typically conducted in-person at a research facility, but more recently telefocus groups (via telephone conferencing) and Internet focus groups have become more popular. Generally two or more focus groups are conducted as part of a given study in order to provide comparisons between groups for greater detail in the research analysis. When to Use Focus Groups There are a wide variety of uses for focus groups. The most common uses are: Testing advertising copy or marketing promotions Positioning products or services Testing new concepts Testing usability of a product

Focus groups also can be used to generate ideas in a group brainstorming session. They are frequently utilized in developing questionnaires. By getting feedback in advance from people representative of those you hope to target with a survey, you can better word your questions and design clearer explanations of your concepts. When to Avoid Focus Groups While there are many instances where focus group research is helpful, there are equally as many situations where you should not use this methodology. Above all, it is important to remember that focus groups should not be used to make a final decision. Results of focus groups are not statistically valid and should be used more as a thermometer to test the temperature of the market rather than as a ruler to provide precise measurements. Likewise, the following represent good examples of when to avoid using focus groups: - When you need a numerical response to questions like what percentage? or how many? Focus groups do not provide quantitative results. - When you need to explore issues that are very personal or sensitive in nature. People are not really comfortable discussing personal topics in a group situation.

- When you want to set prices for your products or your services. Again, these results are not quantitative in nature hence it is not advisable to make final pricing decisions based on small group responses. - When you cannot afford a survey. Focus groups are not a replacement for a survey. If what you really need are statistically valid results, consider a shorter survey or slightly reduced sample size, but do not rely on qualitative to give you the detail you require. - When you want to validate internal decisions that cannot (or will not) be changed based on the results of the focus groups. If you will not be able to incorporate the results of the focus groups into product development, advertising design, etc., then there is no sense in conducting the groups in the first place. Finally, before you opt to conduct focus groups, be certain that your audience (those people who will review and use the results of the study) are completely familiar with the type of results focus groups produce. If they expect to receive detailed graphs and tables, it may be very difficult to explain how to use qualitative data that will seem more vague in comparison. Leave the Focus Group to the Professionals At first glance, it seems quite simple to recruit people, gather them in a room and get the conversation rolling. While this may be less costly, if the groups are not conducted correctly there may ultimately be costs involved with incorrect interpretation of the discussion. Secondly, a professional moderator runs a focus group. The moderator's job is directing the conversation and ensuring that all respondents voice their opinion. Experienced moderators spent years honing their skills a charming conversationalist is no substitute for a professional. Furthermore, consider the bias involved with moderating your own focus groups. How will you react in a focus group situation if the participants dont like the concepts? Will you probe for more details on their concerns or will you either (a) try to sell them on the concepts, (b) defend the concepts or (c) quickly try to steer them on to the next topic? Using an outside vendor will provide the necessary element of objectivity into your study. Certainly, your views will be addressed in the groups, but the moderator is not as emotionally attached to your advertisements, products, etc., as someone internally is likely to be! 2. The Client's Role Setting Research Objectives There are specific steps involved in setting up any focus group study, beginning with determining your research objectives. Only the client can determine the objectives since that client is the one ultimately using the data. If objectives are not clearly defined, then the research vendor cannot be expected to answer the questions properly through the focus group process. Research objectives should meet the following criteria: Objectives should be reviewed to determine that a qualitative methodology such as focus groups is the best means of getting the answers you require. Be specific with your stated objectives; vague questions cannot produce actionable solutions.
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If you have more than one objective, they should all be clearly related. Do not try to test a new product and a proposed advertising campaign in the same focus group. The group participants will become confused and the results will then become diluted.

Defining Target Recruits You will also be expected as the client to provide inputs regarding the sampling process for your focus group study. Who do you need to talk to? These people will comprise your research sample. Again, it is imperative that you be very clear in your definitions. Do your focus group participants need to currently use your product and/or your competitors product? Should you be investigating the opinions of men or women or both? What about age ranges? And what about their television viewing habits? What industry should they work in? What positions should they hold? What is their total household income category?

These are just some examples of screening questions that will be asked by the vendors interviewers during the focus group recruiting process. Do you already have lists available of your customers? The vendor might be able to use these contacts in the recruiting process, thereby significantly reducing your recruiting expenses. Designing the Discussion Guide The discussion guide is the outline that will be used by the focus group moderator in conducting the research conversation. Clients must be closely involved in designing the discussion guide to ensure that the focus group provides needed data. There is one final note regarding your responsibilities as a client in a focus group study. Typically, your vendor will expect you to provide the final approval on both the screening questionnaire(s) for recruiting participants as well as focus group discussion guides. If you still have questions or concerns at this point in the study, be sure to voice them. Do not let the study proceed unless you buy into the process, otherwise, doubts will remain when the final results are presented. One caution, however. Let the moderator design the phrasing of each question. The client's job is to make sure all the relevant questions get answered. If you're taking the trouble to hire professionals to get those answers, don't try to micromanage the process. 3. The Moderator's Role The moderator has to keep the discussion going and ensure that it covers all of the topics in the discussion guide. A good moderator encourages everyone to respond, prevents extremely vocal participants from taking over the conversation and prompts the shy ones to offer their opinions. A moderator must understand the concepts being discussed, but not provide too much information. It is better to listen than to talk a lot since it is what the participants think that is really important.
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Typically, the moderator will conduct or be involved in the debriefing sessions with the client. 4. The Vendor's Role The research vendor coordinates the focus group process as well as ensuring that the research is properly conducted. The following are the specific tasks that the research vendor is typically responsible for: Development of the screening questionnaire(s). Recommendation of the sampling plan (and usually for obtaining lists of potential recruits). Design of the moderators discussion guide. Arranging focus group facilities (including the host(ess), refreshments, and video and audiotaping). Obtaining co-op fees (cash incentives paid to participants for cooperating with the focus group process). Recruiting focus group participants (generally by telephone). Moderation of the focus groups. Debriefing sessions with the clients following each focus group or series of focus groups. Analysis and presentation of focus group results

Choosing a Vendor Check prior references for focus group research vendors before you consider having them conduct a study for you. Consider the following issues: -

What experience does their moderator have? Is the vendor familiar with your industry? How well have they interpreted your needs in their proposal for the project? What is their timeline and does it meet your decision-making schedule? Are their costs in line with other vendors? If not, can they explain the differences?

5. Special Situations So far, we have discussed focus groups in their most simplified form. Frequently, however, special situations do arise. International focus groups Research with children Studies involving elderly participants

Each of these situations involves some additional planning and considerations. International focus groups Focus group studies that include groups in foreign locations require special attention in a number of areas. For example, the recruiting process may vary. In Germany, you cannot obtain the surname of participants or the precise names of the companies they work for given the stricter privacy laws. In Asian countries, recruiting may be more difficult by phone. Lists for countries outside of the U.S. may also be more difficult to obtain and may be more outdated.
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Scheduling foreign groups requires an awareness of local customs and holidays. Focus groups in Europe tend to start later in the evening than those in the U.S. If you schedule groups in India on a religious holiday, your participation rate is likely to be low if anyone bothers to attend at all. Bear in mind the adage when in Rome Facilities are frequently different in international locations. In the U.S., clients generally view groups from behind a one-way mirror. In other countries, viewing may be available only via a video monitor. In some instances, the video quality may not be what you would expect. Translation is a major concern in foreign focus groups. All questionnaires must be properly translated and recruiting conducted in the local language. All materials to be used during the groups (i.e. advertisements, instruction sheets, etc.) must also be translated. The moderator must also be fluent in the language and interpretation (usually simultaneous) must be provided for the clients viewing the groups. Research with children When recruiting children or teens for focus groups, first obtain permission from the parents to conduct the interview. Keeping childrens attention during a focus group is a challenge. Conference room chairs with wheels provide a distraction and the one-way mirror is an invitation to make some unique faces. Group-think is more common in childrens groups as well. Try to keep the groups in close age ranges and try not to let everyone in the group agree with the first child to offer an opinion. Price-related questions or questions related to the past or future are more difficult for children to answer. It is better for questions to be worded in the present tense. Studies involving elderly participants Recruiting elderly people to participate in focus groups is frequently more difficult than recruiting other targets. Unfortunately, the elderly are often the targets of marketing scams via telephone. As a result, they may be more cautious about being contacted to answer somewhat personal questions and attend a group. It is important to stress the legitimacy of the process and provide them with a number to call to confirm the existence of the research company. Logistically, focus groups with seniors can be more difficult too. For example, many senior citizens no longer are able to drive. They will require public transportation or someone will have to bring them to the facility. This means your vendor should provide a waiting area for these additional people (but not invite them into the group). Likewise, the research facility should accommodate the elderly and handicapped with elevators, proper lighting, and safe parking. Moderators should remember to speak clearly and somewhat louder than usual to ensure that all participants can hear the questions. Repetition of other participants comments by the moderator can also be helpful. Concept materials for this age group should be easy to read.

6. Focus Group Evaluation As noted earlier, focus group evaluations are qualitative in nature and therefore do not include statistical data. Videotapes of each of the groups in the study are carefully reviewed and overall conclusions drawn. These tapes are particularly useful because they allow the researcher to see non-verbal reactions to concepts, advertisements, etc. Frequently transcripts of the groups are available for review to make it easier for the researcher to identify pertinent quotations. The moderator often takes notes during the groups or writes responses on boards. These notations are also helpful in analysing focus group results. Occasionally, respondents complete brief questionnaires in the groups. This input, while not quantifiable, can provide help the researcher better understand the participants responses and reactions. Group similar responses by various qualifiers such as men versus women, company size, or geographic region. Frequently mentioned comments are considered relevant. Comments where participants appear to have been led by the moderator or other respondents should not be given much weight in the context of the evaluation. Finally, always remember that the results of a focus group study provide a general direction or test of the market, not a statistical evaluation.