Focus Groups

• A powerful technique for finding out more about customer requirements, both now, and in the future.
• Very detailed information is obtained because it is possible "drill down" with a small group of decision makers to determine the real issues and concerns. My clients are always surprised at how openly focus group delegates, even very senior managers/directors, speak.
• Equally effective for assessing customer reaction to new services and products.
• Commercial customer focus groups are held in informal surroundings over Friday lunchtime to maximise attendance.
• Domestic customer focus groups are held in the early evening on Monday or Tuesday. 
• Close control is required to ensure that all topics are covered and that all people have the chance to contribute to the discussions. This control is achieved through “Prompt Sheets”, which are discussed and agreed with the client in advance.
• Output: At least 1.5 hours of tape-recording, a detailed transcript and an executive summary for each focus group.
• Ideally a minimum of 3 focus groups should be completed to obtain a cross section of views.
• I have designed, facilitated and reported on many focus groups in several industry sectors.