Editor's Note: This article originally appeared in this publication five years ago and with the continued growth in the use of focus groups it seemed appropriate to rerun it.
It would be great to claim that every one of the 150 focus group projects I conducted were uniformly successful. There were a few times when I felt less than totally satisfied with the final results. And almost every time I felt this way the problem could be traced back to the preparation period before the first session was held. Certainly, qualitative research can be a valuable research tool. But anyone involved in the process should realize that productive and useful focus groups don't just happen. They are the result of careful and proper planning.
Focus groups and one-on-ones continue to be a fast growing segment of marketing research. They are used more and more not only in conjunction with quantitative projects but also alone to develop information for use in the decision-making process. Some marketing managers seem to want to use this method to the exclusion of all others and do so with valid reasons.
Set the objective
As with all research projects, the first item of consideration is setting the objective(s). The objective should be such that when the project is completed, actionable decisions can be taken. Everyone who will be involved in the project should be made aware of the objective.
Determine the need
There are many different reasons why one may decide to use focus groups. Sometimes it is to assist in the development of questionnaires. Occasionally focus groups are used after quantitative research to better understand the statistical results. And there may be instances when they are sufficiently definitive in themselves that no additional research is needed. For whatever purpose the focus groups are planned, it is important that the method selected is the most efficient and effective way of obtaining the needed information.
Select the moderator
Once it has been decided to consider focus groups as the research methodology, it is time to involve the moderator (facilitator). The earlier the moderator becomes involved, the greater likelihood the project will be successful.
Most firms use outside moderators. There are many good reasons for this decision. First, experienced moderators are professionals who, through years of experience in this particular segment of research, have developed special skills and expertise which most in-house moderators cannot achieve with occasional projects. Second, the professional moderator is in a position to devote the time necessary to prepare for the project while usually the in-house moderator has to take on a project as an extra assignment and does not have adequate preparation time.
There is no certification program for moderators. If you have not been involved in a focus group project, you should go outside for assistance. Moderators are usually unable to supply sample audio tapes because the tapes are the property of clients and cannot be released without approval.
To find a suitable moderator, I suggest contacting friends in the research community, contacting someone who is listed in our magazine's Qualitative Research/Focus Group Moderator section, or talking to a member of the Qualitative Research Consultants Association (QRCA). The QRCA describes itself as a not-for-profit professional organization of independent qualitative research consultants. Its members are those whose "individual professional role is primarily that of design, conduct and analysis of qualitative research."
As a client you should feel comfortable with your moderator. If you are uncertain as to what to expect from a moderator or what can be obtained from focus groups, you may find it worthwhile to take a training course for focus group moderators which are offered by anumberof reputable suppliers. Even if you never conduct a session yourself it would be an excellent way of learning what to expect.
Remember, a focus group moderator is selling his/her skills and time. When engaging a moderator, make sure you come to an agreement as to what the moderator will provide. Set specific dates for various phases of the project and expect to hold to them.
It is critical at this juncture that everyone in the project be made aware of, and agree to abide by, agreements on dates, materials and other details. Many times I have sat in at the first of a series of focus group sessions and hoped that the packaging or advertising materials would arrive before the participants. If someone is uncertain whether he or she can meet a deadline, either change the dates or find an alternative source of supply.
Work with the moderator on preparing the moderator guide or outline. Moderators work in different ways and the appearances of these may vary greatly. It is important that the moderator be well versed in the subject matter and be fully aware of the study objectives in order that all important topics will be covered during the sessions.
After selecting the moderator, hold off judgment until the project has been completed. Some subjects or topics are more difficult than others. Wait until you receive the final report before reaching conclusions.
Field suppliers
Field suppliers provide the facilities. Most can also handle the recruiting although there are some firms that specialize in recruiting only. But whether you, the client, or the moderator makes the arrangements for the field services, your input is going to be very important. The quality of the facility can be important but proper recruiting is critical to success of the project. Usually I was able to work around a facility problem but it is a waste of time and money if the right audience doesn't attend.
Recruiting
Recruiting can be one of the most difficult and frustrating tasks in marketing research. If there is any area where clients tend to create problems it is in being extremely optimistic on incidence levels. Recruiters want to be successful and if the client provides an unrealistic recruiting goal, the recruiter in his or her frustration is liable to try so hard to meet these goals that participants will be recruited who do not really meet the criteria set by the client.
I had a case where a client wanted to recruit a group in a community. It turned out that there were only eight individuals in this community who would meet the client's screening requirements. But he did not inform either the recruiting organization or myself of that fact until after the meeting when complaints were made that unqualified people attended. Therefore, to avoid disappointments and problems, set quotas that are reasonable and, if anything, be conservative in the estimates of incidence rates. Doing otherwise is foolish and will only work to your disadvantage.
In deciding which facility to use, determine that the conference room has sufficient space for whatever it is you wish to do. Also, make certain the viewing room is sufficiently large to accommodate the group who is going to view the proceedings. If you have special needs of the facility, cover it well in advance rather than at the last minute.
Usually the people at the facility will try to accommodate your extra needs but some items are difficult to provide on short notice.
Many times the local field service will suggest the incentive needed for recruitment. In most cases, I found it to my advantage to take their advice. Another item which the facility can provide is audio tapes. (Ask for duplicates because tapes can break.)
Project leader
For a focus group program to be successful, it is important that everyone involved be in the communication stream. One person should be in charge. That person should be the primary contact with the moderator. This individual should be the only one authorized to make any changes in the program, outline, or screening criteria. Because of this responsibility and position of authority, the project leader should be in attendance at every session. All others at the client level should communicate with the moderator through the project leader. Failure to follow this procedure can cause many problems and divert the project from its original goals.
Following these planning guidelines requires organization and discipline. But the final result should be successful focus group programs.