Carolyn Browne Tamler

has helped hundreds of businesses and organizations with her thoughtful facilitation and research services. She also writes colorful and compelling articles about new business initiatives! Would this help you? Call Carolyn today!

RSS Feed
Subscribe by Email
This form does not yet contain any fields.

    p:| 360.222.6820
    c:| 425.351.7531

    f:| 360.222.6820

    2055 Pheasant Farm Lane
    Freeland, WA 98249

    Make Good Use of Your Sidebar

    Use this space for anything from simple blocks of text to powerful widgets, like our Twitter and Flickr widgets. Learn more.

    To access Website Management, hit the 'esc' key or use this Login link.


    6-14-12 The Value of a Focus Group Discussion

    What do people think about the services or products they receive from a business?  Often, those running a business get most of their information from direct feedback from comments and phone calls and other anecdotal information.  These self-selected methods generally draw input from people who have strong feelings, usually negative.

    My favorite, most effective and most reliable marketing research tool for learning what people think about a business or service is a focus group discussion. 

    I have heard this term used in many ways that are not truly focus groups, so here are some guidelines for better understanding the methodology:

    Basically, 10 to 12 people participate in a 90-minute discussion about a specific topic.  A professional moderator leads the conversation, following a prepared outline (“Discussion Guide”).  The ground rules: all opinions and responses are valid, and only one person speaks at a time.

    Focus group participants should be representative of the total population from which they are drawn. 

    A good moderator will attempt to encourage all participants to share and will discretely steer the discussion away from someone who begins to dominate.  The goal is to empower people to feel safe about contributing their own ideas.

    The result of a good focus group discussion is a surprising wealth of information that can be utilized for gaining new ideas and fresh perspectives, making planning decisions and/or developing an effective survey questionnaire for a random sample survey. 

    PrintView Printer Friendly Version

    EmailEmail Article to Friend

    Reader Comments

    There are no comments for this journal entry. To create a new comment, use the form below.

    PostPost a New Comment

    Enter your information below to add a new comment.

    My response is on my own website »
    Author Email (optional):
    Author URL (optional):
    Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>
    « 6-21-12 Commitment: an essential quality for a successful business | Main | 6-7-12 Creating key messages for your business »