How well do you feel we incorporate feedback from you, our customers, into our service/product? Focus Groups are primarily utilized to generate qualitative research. Why culture eats strategy for breakfast – and what it means for employees, Why we must build our managers’ communication competence. Lucy Alexander 53 questions you can ask in your next focus group. 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. What's one strategy or tactic you think is underrated in our industry? What do you envision is the lifespan of this product/service before you upgrade or replace it? What format of content do you consume to keep up with our industry? How often do you/would you use this type of product? [Name], you've been a bit quiet recently. 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 are only a few basic rules to keep in mind while participating today: Focus groups generally consist of six to 12 participants who have some similar characteristic (e.g., age group, status in a program, etc. It is all about framing the right questions for the right time, with the right group. Time is also a factor with the consensus view being that an effective Focus Group should fall between 60 to 90 minutes in length. What do you think this product is missing? 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. 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. 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. ‘Yes or ‘No’ do not give much for researchers to work with. that can provoke the most useful answers? What a focus group most certainly shouldn’t be is a group chat without direction or it will quickly disintegrate into a pointless mess. 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. Premium plans, Connect your favorite apps to HubSpot. What gaps do you see in the content about our industry online? And try … 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. The key objective here is to elicit a more nuanced and thoughtful response from participants. Podcasts? The tips below can help you make focus groups as effective as possible. However, it's important you keep the group focused on the specific question you've asked. You may unsubscribe from these communications at any time. And there you have it! Keep it simple – word your questions in a way that doesn’t make them sound complex and will be easily understood. Your focus group should generally last 1 to 1 1/2 hours, which is usually enough time to cover 5 or 6 questions. Delivered to your inbox so you never miss out. Call potential participants to invite them to the meeting. Prior to conducting your focus group, develop a session outline and specific questions to be discussed. These questions are intended to spark discussion about the brands in your industry that are top-of-mind for consumers. Participants may not know where to start. The outline should be distributed to the participants and include the purpose of the session, rules of participation, expected activity and discussion format. 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. Of course, Focus Groups have been in use by a huge range of industries since they came into vogue immediately post WWII. Focus Group Questions to Engage Your Group As the project manager and facilitator of a focus group, your job is to fully engage the members to get their honest feedback. 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. When you think about our industry, which brands come to mind first? What is one recent trend you've noticed in our industry? Here is an example of a typical introduction: HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Here’s the scoop on employee focus group best practices. Questions should align with the research objective and complement one another. 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 … The information does not usually directly identify you, but it can give you a more personalized web experience. 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 Avoid defending your product or service or setting any limitations on these questions. • Inventory Tools. What is your initial reaction to this name? Before you convene your focus group session, you must consider the following: • Who will conduct the focus group? Opening Remarks (2 Minutes) Thanks for coming today. Social media posts? Would you talk to a sales rep, or would you rather purchase it on your own? The questions should clearly define the purpose of the research. “67 of 83 participants who expressed a preference felt the visibility of wrinkle lines was reduced for up to 12 hours after using X”. Start the discussion with the most crucial issues and end with the least important. Keep it short – maintain engagement and keep attention focused by using short, uncomplicated questioning. Instead, use the opportunity to ask follow-up questions about exactly what the participants don't like about a specific product or brand. K12 Insight moderators trained in qualitative inquiry guided the discussions, using a structured format to ensure all participants could respond to the same questions. Once you learn basic questions, try laddering. How likely are you to recommend our product/service to a friend? This resource provides student focus group and survey questions that district leaders can use or adapt as part of their local assessment inventory process. Who are the people in our industry who you look to as experts? What would you most like to add to or improve about this product? 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 See all integrations. 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. This information might be about your preferences or your device and is mostly used to make the site work as you expect it to. What is the assessment question you are trying to answer? or themes. Challenge your participants to reflect more on the points they've made if you hear something that you're curious about. Any aficionados of modern advertising will encounter some of the more. What's a Competitive Analysis & How Do You Conduct One? This isn’t to suggest it doesn’t have great value in providing useful actionable data. There's brilliant thinking out there and we bring it here, for you. Keep it “one dimensional” – word your questions so that there is a one clear answer. Examples of the type of opening question might include…. A focus group is typically 6 to 12 participants who usually don’t know one another, but share a similar characteristic, experience or situation. When you visit any website, it may store or retrieve information on your browser via cookies. analysis template. Where would you buy this product/service? Focus groups usually have 8-10 participants, and use a number of structured questions to help focus the group's discussion. Also, check out the article about basic question tips. To encourage honesty, avoid agreeing with any disparaging comments that your participants make about your competitors. 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? Did you have any thoughts on this topic that you wanted to share? The introduction should communicate the purpose for which the group has been assembled, why the What words come to mind when you think of [insert a word that symbolizes the main value prop of your product/service here - for example, 'efficiency,' 'speed,' 'health']? This can be achieved by posing opening questions (sometimes called, ) which utilize terms like ‘Why or ‘How’. These questions are written to spark discussion about topics other than your company, product or service, and the competitive landscape. Click on the different category headings to find out more and change our default settings. 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? The following questions are helpful for running word association brainstorms and generating potential names or parts of names for a new product or company. Examples of the type of opening question might include…, aimed at shedding further light on participant’s opinions and feelings on the topic. (Example: "What words come to mind when you think of food delivery?"). 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. How did you feel when… What do you think… What do you like most… What challenges do you believe… How did you manage… This resource provides parent focus group and survey questions that district leaders can use or adapt as part of their local assessment inventory … Total Addressable Market (TAM): What It Is & How You Can Calculate It, 7 Online Marketing Metrics to Beat Competition Online. What is the biggest challenge you face in your role/when it comes to the problem to which this product is a solution? 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. Instead, frame them in a way that allows anyone to voice anything at all that they're feeling. 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. Whether this means another big change or the prospect of ca…, The year 2020 has brought about a number of changes, especially in how and where we do our work.  Working from home has increased to a level never se…, Over the past seven months or so, there’s been a lot written about the negatives of Covid. 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. 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. 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. What is/was your first reaction to the product? These questions will uncover buying habits for a product like the one you're envisioning and whether there's true product-market fit. How would you ideally like to buy this product? experienced in designing focus groups and surveys may feel comfortable skipping this section and move directly to the protocols, beginning on page 6. Restaurants like to be forward-thinking when it comes to what’s next for their business. Lucy also recommends HubSpot's free Market Research Kit. ), What words come to mind when you think of our product category? To keep the conversation flowing in the right direction … Focus Groups are primarily utilized to generate qualitative research. But if you’re a focus group beginner, you may have some questions about how to run a focus group. All members of the focus group will be asked to respond to a series of questions. Why didn't you go with one of our competitors? How would you describe someone who you think would use this product/service? This can be achieved by posing opening questions (sometimes called Probe Questions) which utilize terms like ‘Why or ‘How’. How would you describe our company to other people? 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. Exit Questions should ideally allow for participants to have free reign to indulge in an open-ended discussion. How do you define success in your role/your life? What do you like about this product that you may not find in a similar one? This... 2. ). When and how did you first come across our brand/product/service? "What do I hope to learn?" 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. @lucyalexander22. Blogs/long-form posts? 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. The key objective here is to elicit a more nuanced and thoughtful response from participants. Is there anything we haven't touched on today that you'd like us to know? Which other brands in our industry did you consider when you were shopping around? A skilled facilitator guides the group by asking questions and stimulating discussion, and a note-taker records responses and … What ultimately pushed you to purchase this product/service? What is an employee focus group? If you could either have this product/service or the equivalent dollar value for you/your business, which would you choose? Eight months on and a second national lockdown has swept across much of Europe and the UK. Here is my take on Focus Groups. Which specific sources do you go to for information on our industry? The ideal size for a focus group is 10-15 people – any more … Recruit participants. 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. (Specify the dollar value of your product/service when asking this question. Listening to your customers' feedback and suggestions for improvement is crucial to retaining customers and turning them into promoters of your brand. Specifically, the focus group is used to help develop effective survey questions. partners. What words or feelings come to mind when you think about our company? Focus groups help us learn about opinions and needs. This is why dichotomous questions are best avoided. This can lead on to Follow-up Questions aimed at shedding further light on participant’s opinions and feelings on the topic. Do you agree or disagree with [name]'s statement, and why? It could be argued that much of the research carried out across industry and society is an exercise in box-ticking. What other products/services come to mind when you look at this one? Please note: blocking some types of cookies may impact your experience of the site and the services we are able to offer. Blame It on the Clock. Companies just like yours are trying to rank on the first page of search engines like Google, Bing and Yahoo. If you're unsure how to conduct a successful focus group, take a look at How to Run a Focus Group for Your Business. Focus groups are a great way to do that. There are no correct or incorrect answers to the questions. Connecting during Covid – it’s time to flip the coin to look for a silver lining. 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.

effective focus group questions

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