Conducting Focus Groups

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Permalink Reply by Mark Gosnell on July 7, 2008 at 12:42pm

Firstly be careful not to extrapolate any findings or feedback from your focus group to the wider audience. Focus groups are good to get insights and test propositions, however if you are looking for targeted feedback or statistics to apply to your wider audience, a simple survey may be better.

I have conducted focus groups before, and the value has come from running concepts and propositions past them, looking and listening for the nuggets of wisdom that can challenge or support your own thinking. Getting the group dynamics right is also a challenge as is having a good facilitator, who can paraphrase discussions, involve all particulpants and who doesn't appear to have an agenda thus will encourage all feedback, good or bad. Think about who your target audience is, and select from that group. Your existing base is a good palce to recruit from, however if you are planning change the focus of your publication, then you may need to find another recruitment source.

Hope this helps.

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Permalink Reply by Christine Schwerin on July 11, 2008 at 7:16pm

Thanks for the insightful tips Mark. We have set up our focus group for the last week of July and have decided to limit it to just 2 hours, hoping that will be enough to warm them up but not wear them out. That's a good point about parphrasing discussions. I used to be a teacher and that was a tactic I used to make sure students felt listened to and it helped keep the conversation flowing. Good advice! Thank you!

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Permalink Reply by Doug Damerst on July 8, 2008 at 5:48pm

Ah, focus groups. I've used them in many ways, but always kept in mind that readers won't tell you how to publish. They know a lot about what's important to them on the topic (I actually got the title for a new magazine from a focus group once) and can even describe what they do with the magazine. Since you're redesigning (new formula and new look?), go ahead and show them some before and after after you've heard them talk about the above.

Be careful to get a good demographic slice of the readership (a dozen should do fine) by having professionals make screening calls to your readers in the area, pay readers $25 to $50 for their trouble, assure them of complete anonymity to get more candor and get a moderator in the room (alone with the readers) who knows more about managing group dynamics than publishing. You can rent rooms with one-way glass at research facilities if you want to watch (and even pass notes into the room) and video tape. Some of these facilities will do the screening calls for you. Do two focus groups back to back in an evening, just to confirm one is not a wild skew. Remember, they're qualitative so take away their ideas, observations and feelings, but don't assume your whole audience agrees.

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Permalink Reply by Christine Schwerin on July 11, 2008 at 7:23pm

You must have read a couple of questions that were on my mind! I was wondering if 10 people were enough and you recommended a dozen so I think I'm almost on target there. I was also wondering how to compensate people. We've decided on a $25 gas card, a canvas bag with our logo on it and some goodies inside, and catered lunch. We're thinking we might also compile a list of 10 questions or so that evolve from the focus group and put them into a survey on our website. Thanks for your help, Doug, I really appreciate it.

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Permalink Reply by Bob Sadler on July 12, 2008 at 12:53am

Dear Mr. Damerst,

I must tell you how remarkably clear your advice to Ms. Schwerin on focus groups was. I was most impressed.

I am new to this forum, and new to this whole manner of conversation online. How do I see your other remarks elsewhere throughout this site that you have posted? I am sure I will find it interesting reading.

I am working on a new magazine idea. I have no money, but I do have a clear idea of what it will be. I am presently working on the presentation to sell the idea.

If you could be so kind, I would love to hear about your experiences developing new magazine presentations and their business plans.

Again, nice comment. It was also well written.

Bob Sadler

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