The big advantage of a well planned, well-run focus group is that it can help you understand why people think and feel they way they do about something.
But 'why?' can be a pretty challenging question and you have to do the right groundwork and create the right atmosphere to get an answer.
We'll take care of the 'well-run' stuff, but we need to work with our clients on the 'well-planned' bit. To help us get started on that, here's our recommended process for organising focus groups that do what they're supposed to do.
Useless Fact #67
Focus groups were invented by sociologist Robert.K.Merton in the 1940s. We like to think Mrs Merton is his granddaughter! |
