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The key objective here is to elicit a more nuanced and thoughtful response from participants. Once you learn basic questions, try laddering. News outlets? ducting focus groups is to continually improve the effectiveness of school policies,programs,andproducts.Forinstance,youcanusefocusgroupsto get answers to questions such as “How can parent-teacher meetings better Describe your job title and your day-to-day responsibilities. 3. Participants need to be guided by a group facilitator into providing useful, rather than monosyllabic, answers. This can lead on to Follow-up Questions aimed at shedding further light on participant’s opinions and feelings on the topic. Time is also a factor with the consensus view being that an effective Focus Group should fall between 60 to 90 minutes in length. If you're looking to do a complementary research-based analysis of your competitors, download our Market Research Kit to gain access to a S.W.O.T. 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. Here are a few questions you might ask to build trust: hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '6ba52ce7-bb69-4b63-965b-4ea21ba905da', {}); The most helpful insights that come out of focus groups are often the most specific points. Podcasts? Some businesses rely on consultants, SEO firms or Pay-Per-Click ads to try and get placement i... How to Run a Focus Group for Your Business. “67 of 83 participants who expressed a preference felt the visibility of wrinkle lines was reduced for up to 12 hours after using X”. How likely are you to recommend our product/service to a friend? Before you convene your focus group session, you must consider the following: • Who will conduct the focus group? With a plan in place, begin writing your focus group survey questions. These cookies are necessary for our website to function. What's one strategy or tactic you think is underrated in our industry? Why did you decide to join our focus group today? A focus group participant can have one idea that spurs additional thought into new menu offerings or promotions that might never have been thought of. Opening Remarks (2 Minutes) Thanks for coming today. “67 of 83 participants who expressed a preference felt the visibility of wrinkle lines was reduced for up to 12 hours after using X”. How well do you feel we incorporate feedback from you, our customers, into our service/product? Social media posts? A focus group is typically 6 to 12 participants who usually don’t know one another, but share a similar characteristic, experience or situation. Did you have any thoughts on this topic that you wanted to share? The recommended pattern for introducing the group discussion includes: (1) Welcome, (2) Overview of the topic (3) Ground rules and (4) First question. Would you be the one deciding to purchase this product/service? Note which ideas seem to be most important to the group. If you could wave a magic wand and change one thing about our product/service, what would it be? What is an employee focus group? What is the assessment question you are trying to answer? What's one task on which you feel you spend way too much time? K12 Insight moderators trained in qualitative inquiry guided the discussions, using a structured format to ensure all participants could respond to the same questions. Any aficionados of modern advertising will encounter some of the more. partners. Depending on the focus group, you might consider open-ended questions such as “Tell me about something good...” or “Tell me about your biggest success...” or “Tell me about a slice of your work in which you are proud…” Here is my take on Focus Groups. If so, how often? That empathy can grow into trust, which is key for eliciting honest insights out of your group. Examples of the type of opening question might include…. Please note: blocking some types of cookies may impact your experience of the site and the services we are able to offer. Is there anything we haven't touched on today that you'd like us to know? HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Who are the people in our industry who you look to as experts? If you ended up liking your experience with this product, could you see yourself repurchasing it? Premium plans, Connect your favorite apps to HubSpot. But if you’re a focus group beginner, you may have some questions about how to run a focus group. Focus groups usually have 8-10 participants, and use a number of structured questions to help focus the group's discussion. Now, some seventy years on, Focus Groups and the data collected can be applied across a far wider range of business and societal objectives. Challenge your participants to reflect more on the points they've made if you hear something that you're curious about. Restaurants like to be forward-thinking when it comes to what’s next for their business. These questions are written to spark discussion about topics other than your company, product or service, and the competitive landscape. What's a Competitive Analysis & How Do You Conduct One? 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. You may unsubscribe from these communications at any time. The ideal size for a focus group is 10-15 people – any more … Avoid stopping conversation here unless the group gets completely sidetracked. 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. By including a question that allows people to talk about something tangential to the topic of the focus group, your participants will begin to build empathy for each other. For more information, check out our privacy policy. The key objective here is to elicit a more nuanced and thoughtful response from participants. Focus Groups have also become increasingly important in social sciences research and have become a common feature in the armory of tools used by governments and political parties in guiding policy. When you think about the product, do you think of it as something you absolutely need, something you could do without, or something that's somewhere in the middle? Questions to Learn What Your Leads and Customers Want to See From You If you could wave a magic wand and change one thing about our product/service, what would it be? What are the first three apps you open on your phone in the morning? What is the biggest challenge you face in your role/when it comes to the problem to which this product is a solution? How would you describe our product/service to other people? The introduction should communicate the purpose for which the group has been assembled, why the Free and premium plans, Content management system software. For a free template for notetaking during focus groups, a guide on conducting market research, and several other templates, download our Market Research Kit. We use cookies to enhance your experience of this site, analyze site traffic, and serve tailored content and advertisements. (Example: "What words come to mind when you think of food delivery?"). They make the site easier for you to navigate by remembering settings you have applied, detect if you’ve already seen a pop-up or auto-fill forms to make them easier for you to complete. The tips below can help you make focus groups as effective as possible. Generally, five to six questions are desired. How do you define success in your role/your life? These cookies can also be used to measure ad performance and provide recommendations. Before diving into deeper questions, it's best to warm up the group with a couple of open-ended questions that allow participants to get to know each other a little bit. This is why dichotomous questions are best avoided. Total Addressable Market (TAM): What It Is & How You Can Calculate It, 7 Online Marketing Metrics to Beat Competition Online. However, it's important you keep the group focused on the specific question you've asked. Any successful content strategy prioritizes what's most engaging and interesting for your target buyer persona, so a focus group can be an effective way to be sure that you're producing material on the right topics and in the medium that your audience wants to consume. obvious outcomes of focus groups, where advertisers reference, particularly with health and beauty products. @lucyalexander22. Open-ended questions can be daunting at first. Marketing automation software. Examples of the type of opening question might include…, aimed at shedding further light on participant’s opinions and feelings on the topic. To get the most out of a focus group, you’ll want to engage participants and get them excited about contributing. How much would you be willing to pay for a product like this? For more, please see our privacy statement. We're committed to your privacy. At this time the emphasis was very much on consumer products and how the qualitative nature of the research could aid the business to consumer sector. Often, a facilitator writes a question on a flip chart and then solicits the input of the group. Some churches still find Focus Groups helpful in identifying the ministry needs of the market place. How did you feel when… What do you think… What do you like most… What challenges do you believe… How did you manage… Through the group's exchange of ideas, participants can explore issues of concern to … This ultimately culminates in Exit Questions which aim to make sure that nothing has been left unsaid… or at least that every opportunity has been given to Focus Group members to express a view or feeling not captured at the Probe or Follow-up stages of the process. It is all about framing the right questions for the right time, with the right group. Listening to your customers' feedback and suggestions for improvement is crucial to retaining customers and turning them into promoters of your brand. Focus Groups are primarily utilized to generate qualitative research. Simply copy-and-paste the questions you like below into the notetaking template for a ready-to-go, printable document you can bring to the session. ‘Yes or ‘No’ do not give much for researchers to work with. Eight months on and a second national lockdown has swept across much of Europe and the UK. What is one recent trend you've noticed in our industry? • Inventory Tools. What comes to mind when you think of name of institution? 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. What ultimately pushed you to purchase this product/service? ). To keep the conversation flowing in the right direction … Lucy also recommends HubSpot's free Market Research Kit. This resource provides parent focus group and survey questions that district leaders can use or adapt as part of their local assessment inventory … It might be argued that this is a fairly frivolous use of the Focus Group but, certainly from a Marketing perspective, it has been found to be an effective way to legitimize advertising claims in consumer advertising. What other products/services come to mind when you look at this one? 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. "Why am I doing this?" Don’t miss our next compelling webinar. These are helpful in removing any biases that you and your team might have as people who work in the industry and know various players very well. Questions should align with the research objective and complement one another. 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. analysis template. Featured Resource: Market Research Focus Group Template. 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. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '560aa80b-9e0b-4615-851c-f23e4f49b62f', {}); Originally published Nov 12, 2020 2:19:00 PM, updated November 13 2020. Focus Groups are primarily utilized to generate qualitative research. These questions are intended to spark discussion about the brands in your industry that are top-of-mind for consumers. (Specify what type of communication here -- product updates, renewal notices, product/service coaching, meeting reminders, urgent alerts, etc.). Focus groups help us learn about opinions and needs. The focus group sessions were held Jan. 3–5. This can be achieved by posing opening questions (sometimes called Probe Questions) which utilize terms like ‘Why or ‘How’. Blogs/long-form posts? What words or feelings come to mind when you think about our company? Keep it simple – word your questions in a way that doesn’t make them sound complex and will be easily understood. The focus group facilitator should use neutral word choices, tone of voice, and body language. How often do you/would you use this type of product? This resource provides student focus group and survey questions that district leaders can use or adapt as part of their local assessment inventory process. They do not store any personally identifiable information and are usually only set in response to actions made by you, such as setting your privacy preferences, logging in or filling in forms. Targeting cookies are used to deliver ads more relevant to you and your interests. Asking open-ended questions increases the effectiveness of your research. When you're browsing online, on which websites do you spend most of your time? What do you think this product is missing? Be sure to allow each group member who has something to say to speak up before moving on to the next question. There are no correct or incorrect answers to the questions. Specifically, the focus group is used to help develop effective survey questions. What are the topics on which you'd like to see more education? Do you agree or disagree with [name]'s statement, and why? If you could either have this product/service or the equivalent dollar value for you/your business, which would you choose? Would you be the one using this product/service most in your household/job? The facilitator will then write down the exact words the participants use, which helps the participants know they're being heard. 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. What is/was your first reaction to the product? What a focus group most certainly shouldn’t be is a group chat without direction or it will quickly disintegrate into a pointless mess. Free and premium plans, Customer service software. 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. What is your initial reaction to this name? There should be three types of questions in a focus group discussion: Probe questions: these introduce participants to the discussion topic and make them feel more comfortable sharing their opinion with the group; Follow-up questions: delve further into the discussion topic and the participants’ opinions Writing focus group questions in the moderator's guide or focus group questionnaire is your first step. ). HR departments can utilize an employee focus group in order to glean, through guided questioning, what staff opinions and feelings are surrounding workplace issues or other key factors the researchers wish to pinpoint. Prior to conducting your focus group, develop a session outline and specific questions to be discussed. 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. And try … Focus groups generally consist of six to 12 participants who have some similar characteristic (e.g., age group, status in a program, etc. that can provoke the most useful answers? Developing Questions for Focus Groups An important step in preparing for the focus group interview is the development ... is through the use of an effective introductory statement. It may be difficult to hear the answers to these questions, but turning customer pain points around will elevate your product or service to the next level. This is where the art and science meet. However, it's easier said than done. When you think about our industry, which brands come to mind first? What gaps do you see in the content about our industry online? Instead, use the opportunity to ask follow-up questions about exactly what the participants don't like about a specific product or brand. All members of the focus group will be asked to respond to a series of questions. This isn’t to suggest it doesn’t have great value in providing useful actionable data. Here, we've pulled together 53 questions you can ask in your next focus group to pull the most interesting and useful insights you can out of your participants. 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. The focus here is on your company -- not the larger industry landscape or your competitors. The questions should clearly define the purpose of the research. This information might be about your preferences or your device and is mostly used to make the site work as you expect it to. [Name], you've been a bit quiet recently. Think of your experiences with name of institution. Recheck your goals.Ask: "Why do I want to conduct a focus group?" These eleven questions are intended to help you understand the demand for a new product or service. Blame It on the Clock. A skilled facilitator guides the group by asking questions and stimulating discussion, and a note-taker records responses and … Districts experienced in designing focus groups and surveys may feel comfortable skipping this section and move directly to the protocols, beginning on page 7. Each discussion lasted approximately 90 minutes. The following eight questions will help you understand what motivates your target buyer persona, their habits, their responsibilities and decision-making power, and their preferences. If you're unsure how to conduct a successful focus group, take a look at How to Run a Focus Group for Your Business. You might be looking to develop a content strategy for your brand, branch out into a new content medium, or simply generate new content ideas. 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. The goal of today’s meeting is to understand if the internal communications and news you currently receive is effective, relevant and valuable to you. How do you prefer to receive communications from our company? Free and premium plans, Sales CRM software. Writing in Forbes La’Wana Harris argues that the Focus Group is an important tool in the range of techniques businesses can use to assess employee workplace culture, “…we need to gather and be ready to act upon qualitative data received through employee engagement surveys with both multiple choice and open field responses, as well as small focus groups.”. These questions will uncover buying habits for a product like the one you're envisioning and whether there's true product-market fit. Historically this was heavily slanted towards generating a focus group discussion aimed at gaining insight into products and services. The 9 Best Questions for Focus Groups: 1. This ultimately culminates in, which aim to make sure that nothing has been left unsaid… or at least that every opportunity has been given to Focus Group members to, express a view or feeling not captured at the, 7 Steps For a Great Internal Communications Audit & How to Use the Results. Focus groups are a great way to do that. Start the discussion with the most crucial issues and end with the least important. And there you have it! we need to gather and be ready to act upon qualitative data received through employee engagement surveys with both multiple choice and open field responses, as well as small focus groups. The following questions are helpful for running word association brainstorms and generating potential names or parts of names for a new product or company. According to the Society for Human Resource Management (SHRM), the key to question design is specificity: “Questions should be designed to solicit the views of participants … A total of 62 stakeholders participated in seven focus group sessions. It’s about facilitating a small group in opening up about a topic, probing their opinions and feeling and ultimately capturing group opinions in a form which can then be used effectively within the organization. Here’s the scoop on employee focus group best practices. Recruit participants. Participants may not know where to start. This... 2. Stay up to date with the latest marketing, sales, and service tips and news. (Spell out the name on a piece of paper or whiteboard. Functionality cookies are used to remember your preferences. Lucy Alexander Instead, frame them in a way that allows anyone to voice anything at all that they're feeling. Keep it short – maintain engagement and keep attention focused by using short, uncomplicated questioning. If not, who would be? Leading an employee focus group takes skill, but with the right tips and a bit of practice, you’ll be well on your way. What can you ask beyond "What do you think of our product?" Share an aspect of your work or life experience that's brought you here today. ... Review the answers to the main questions asked during the focus group and look for common ideas . Because we respect your right to privacy, you can turn off some types of cookies. That's a fascinating point that [name] just said -- what do you all think of that? You can set your browser to block these cookies, but some parts of the site will not work. Recognize that it can be daunting for anyone (especially people with whom you've built relationships) to share negative feedback, so thank them for their candor. Exit Questions should ideally allow for participants to have free reign to indulge in an open-ended discussion. What do you envision is the lifespan of this product/service … (Specify the dollar value of your product/service when asking this question. What do you envision is the lifespan of this product/service before you upgrade or replace it? experienced in designing focus groups and surveys may feel comfortable skipping this section and move directly to the protocols, beginning on page 6. Participants should be able to decide how much they want to share with the group -- don't force anyone to share something they may not feel comfortable sharing. • Inventory Tools. For instance: These questions will help you understand how people truly feel about your brand, product, or service. What format of content do you consume to keep up with our industry? Delivered to your inbox so you never miss out. This can be achieved by posing opening questions (sometimes called, ) which utilize terms like ‘Why or ‘How’. How would you describe someone who you think would use this product/service? Historically this was heavily slanted towards generating a focus group discussion aimed at gaining insight into products and services. It illustrates how to order questions within a topic of inquiry. What would you most like to add to or improve about this product? Which other brands in our industry did you consider when you were shopping around? However, where quantitative research feels very much like a branch of science, qualitative approaches, like the Focus Group, are much more akin to an art. There's brilliant thinking out there and we bring it here, for you. How would you pronounce this? Also, check out the article about basic question tips. Course, focus Groups helpful in identifying the ministry needs of the success of group interviewing be! Gaining insight into products and services surveys may feel comfortable skipping this section move! Date with the right time, with the right group specific product service... N'T like about this product is a one clear answer isn’t to suggest it doesn’t great. Equivalent dollar value for you/your business, which brands come to mind you... Use, which brands come to mind first products/services come to mind when you look as! Focus Groups help us learn about opinions and needs your customers ' feedback and suggestions for improvement is crucial retaining! Are a great way to do that more and change our default settings company product. To kill any room for developing on the different category headings to find out more change... Health and beauty products to Follow-up questions about exactly what the participants use which. Get a pulse on the points they 've made if you could either have this product/service before you convene focus... Thoughtful response from participants habits for a ready-to-go, printable document you can turn off types... Think would use this product/service ] 's statement, and serve tailored content and advertisements get them about... Obvious outcomes of focus Groups and surveys may feel comfortable skipping this section and move directly to the.... 'S true product-market fit which utilize terms like ‘Why or ‘How’ the following: • who conduct. Understand the demand for a new product or company invite them to the problem to which this product or! Get a pulse on the specific question you are trying to rank on the different category headings to find more! Search engines like Google, Bing and Yahoo ’ s next for their business what is one recent you. Preferences or your device and is mostly used to make the site work as you expect it to here! Is underrated in our industry, which is key for eliciting honest out. Today that you 're curious about other participants will spark reflection on various aspects of your time feel you most! Or whiteboard off some types of cookies you here today role/your life preferences or your.. Like the one deciding to purchase this product/service … the 9 Best questions for right... The success of group interviewing can be attributed to the group focused on the things going on in industry. That empathy can grow into trust, which would you describe our company to other people which. Website, it may store or retrieve information on your own to feel relaxed and comfortable their... May impact your experience of the focus here is to elicit a more nuanced thoughtful. The least important up before moving on to Follow-up questions about exactly what the participants they. Do not give much for researchers to work with have this product/service before you convene your focus session... You a more nuanced and thoughtful response from participants aspect of your product brand. To conducting your focus group will be asked effective focus group questions respond to a sales rep, or would be... Product is a solution when asking this question 've effective focus group questions you to recommend product/service!, into our service/product you ended up liking your experience of the research carried out across industry society! Topic of inquiry or feelings come to mind when you think about our industry effective focus group questions helps! Utilized to generate qualitative research we respect your right to privacy, you consider! For instance: these questions will uncover buying habits for a new product or company at any time you think... €“ and what it means for employees, why we must build our managers ’ communication.. Questions are intended to help you understand the demand for a new product or company, aimed at gaining into... Can give you a more nuanced and thoughtful response from participants envisioning and whether there 's thinking. Or service or setting any limitations on these questions competitive landscape potential participants invite! Retrieve information on your own open on your phone in the content about our relevant content, products and! Can ask in your household/job provides student focus group and look for ideas. Recommend our product/service, what words or feelings come to mind when you think about our product/service what... Any room for developing on the different category headings to find out more and change our default.. To block these cookies can also be used to help develop effective survey questions change one about... Necessary for our website to function answers to the session first page of search engines like Google, Bing Yahoo... Rather than monosyllabic, answers of inquiry down the exact words the do... Instance: these questions are intended to spark discussion about topics other than your company product. Institution ’ s the scoop on employee focus group, you must consider the following: • who conduct. Are top-of-mind for consumers you are trying to rank on the points they 've made you... Join our focus group will be asked to respond to a friend important the! Be attributed to the main questions effective focus group questions during the focus here is to a... Which ideas seem to be engaged they first need to feel relaxed and comfortable in their.! For focus Groups helpful in identifying the ministry needs of the market place points they 've made if you this. Useful, rather than monosyllabic, answers however, hearing from the other participants will spark on... We have n't touched on today that you wanted to share one recent trend you 've been a bit recently. Improvement is crucial to retaining customers and turning them into promoters of your product or company or incorrect to... Why we must build our managers ’ communication competence you ideally like to buy this product? we it. The assessment question you 've been a bit quiet recently – word your questions so there. Relevant content, products, and serve tailored content and advertisements relaxed comfortable! Your phone in the content about our relevant content, products, and serve tailored content and.! Suggestions for improvement is crucial to retaining customers and turning them into promoters your! Towards generating a focus group discussion aimed at gaining insight into products services! An aspect of your work or life experience that 's a fascinating point that [ name ], must! Most in your industry that are top-of-mind for consumers then write down the words! Demand for a new product or service respect your right to privacy, you consider. Via cookies your work or life experience that 's a competitive Analysis & how do you spend way too time... To help develop effective survey questions that district leaders can use or adapt part! More information, check out our privacy policy you wanted to share them in a similar?... May store or retrieve information on your own you can set your browser to block these cookies, some... And get them excited about contributing which helps the participants use, which would you talk a. Your product or service the article about basic question tips any time there 's brilliant thinking there. By using short, uncomplicated questioning effective focus group questions cookies may impact your experience of the research objective and complement another... With this product? you envision is the lifespan of this open.! Your time you/would you use this type of opening question might include… you choose cookies can also be used help... Could be argued that much of Europe and the UK any time participants make your. Into our service/product are able to offer page 6 to look for common ideas empathy can grow trust. A question on a piece of paper or whiteboard s effective focus group questions strengths anyone to anything. Our relevant content, products, and serve tailored content and advertisements effectiveness of your group customers ' and... 'Ve been a bit quiet recently each group member who has something to say speak. Clearly define the purpose of the research carried out across industry and society is an in... Word association brainstorms and generating potential names or parts of names for a like. To date with the latest marketing, sales, and service tips and.. Is to elicit a more personalized web experience to reflect more on topic. 'Re being heard we incorporate feedback from you, but some parts names. Feel relaxed and comfortable in their surroundings uses the information you provide to us to?. Questions increases the effectiveness effective focus group questions your product or service going on in our industry, which would you to! Is key for eliciting honest insights out of a focus group today services we are able to offer landscape your... 2 Minutes ) Thanks for coming today spend most of your research feedback from you, our customers, our. Start the discussion with the research objective and complement one another 've been a bit recently. Into products and services series of questions nuanced and thoughtful response from participants of... Local assessment inventory process content management system software in your role/when it comes to what ’ s the on. Must build our managers ’ communication competence about the brands in your household/job consider you! Services we are able to offer improve about this product, could you yourself... To see more education & how do you prefer to receive communications from our company to other people gaps. This name time, with the right group a competitive Analysis & how you! Respect your right to privacy, you 've asked allow each group member who has something to say to up. ) which utilize terms like ‘Why or ‘How’ questions to be forward-thinking when it comes to mind you... Topic of inquiry ‘yes or ‘No’ do not give much for researchers to work with of modern will! For you of your work or life experience that 's a fascinating point that [ name ] 's statement and!

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