Editor's note: Rusty Clowes is senior partner of the Clowes Partnership, a qualitative research firm in South Norwalk, Conn. He is also a member of Qualitative Research Consultants Association.

When someone says, "Let's do some groups." what's the first thing that comes to mind? If it's the traditional focus group format consisting of about 10 respondents, maybe it's time to consider something different: mini focus groups.

The traditional focus group generally consists of eight to 10 respondents. In order get enough participants, we overrecruit to compensate for no-shows. By contrast, a mini focus group consists of about five respondents, so we recruit seven.

A traditional focus group is normally two to two and a half hours long while a mini group lasts an hour to an hour and a half.

The mini, mini benefits

There are many advantages to mini focus groups:

  • Unfolding studies: When conducting groups as part of a development process, it's key to have the ability to let a study unfold as respondent input becomes available. Whether the groups are being used to test new product concepts, storyboards, rough print/radio executions or packaging, such input can be used to modify, adapt and, most importantly, help an idea evolve.

When information concerning a misinterpreted idea, a confusing concept or a miscue is brought to the attention of the client, it becomes part of the learning process, and it should be understood and should lead to the changes or modifications that are an inevitable part of the evolution of a concept or idea. The darkness behind the one-way mirror may be a less than ideal environment for debating and making changes to a concept, but often that's exactly where the changes occur. The altered concept is then rushed in to the moderator for exposure to the respondents. In a study consisting of only two or three focus groups, there is little time for these modifications to be made and only one or two chances to expose them to respondents.

Instead, consider a study consisting of four to six mini focus groups. Of course, quick changes still can be offered during the groups, but having more groups also allows the time to make carefully considered changes or modifications between groups without the added pressure of running out of time or groups.

  • The full house: In the traditional focus group, overrecruiting is considered a safety net to ensure a group of 10 respondents. Groups of more than 10 are generally avoided, since they can be unwieldy and the larger number can inhibit group dynamics. When all 12 respondents show up and we are faced with a full house, two inevitably are sent away, incentive payment in hand. Moderators often have to make a very hasty decision about which two respondents should be sent home.

In contrast, the mini full house of seven recruits does not present the same group management challenge. If all seven respondents show up, why not take all seven?

  • Scheduling flexibility: Most facilities managers maintain that focus groups composed of working men and/or women should be held at the end of the work day, just prior to the dinner hour or just after, with a maximum of two groups in an evening.

The smaller chunk of time required for a mini groups can open up a number of scheduling options. While scheduling more than two focus groups in an evening often turns the session into late night event, three minis can reasonably fit into an evening. If you're looking for even more flexibility, the fact that a mini demands a total time commitment of about an hour and a half means breakfast or luncheon groups may be viable options. Under certain circumstance, you can even work in a Saturday morning group. (Is there a Sunday brunch group in the future?)

Mini costs

Lower costs do not qualify as an advantage of mini groups. Logic may tell you that a mini should cost only half as much as a full-on focus group, but this is not in fact the case. Recruiting costs per respondent are the same, so the two mini groups in the scenario described above would require the facility or research company to recruit 14 respondents - as opposed to 12 for one traditional focus group. In addition, other cost elements - such as facility rental and respondent incentive fees - are not necessarily half of those of a full-sized focus group.

As a rule of thumb, one mini group costs approximately 55 percent to 60 percent of what a traditional focus group costs.

Time and effect

Nowhere is it written that a mini group must last only half as long as a focus group. So the notion that mini groups should only be used in studies with a restricted or limited agenda doesn't hold up. Figure one shows the available discussion time per recruit for a two-hour focus group with 10 respondents versus the time per recruit in a mini group with a full complement of seven respondents. The full house mini group provides slightly more discussion time per respondent.

For some respondents, the smaller group setting also seems to provide a less threatening atmosphere for offering thoughts and feelings. Further, it's difficult for respondents to hide or ho]d back in this small group. Of course, it's always up to the moderator to establish a rapport and make sure the participants feel they are in an accepting, non threatening atmosphere - whether the group consists of five, 10 or 15. But the smaller size of the mini group seems to help in this regard.

Evolve concepts

It is not necessarily time to chuck the traditional focus group format. But it is very worthwhile to consider using mini groups, which are a particularly excellent way to evolve concepts or ideas with ongoing consumer reaction and input. Converting to mini groups can allow for more individual groups and, in turn, more opportunities to expose concept changes and modifications.

Mini groups offer other advantages:

  • the option of taking al] respondents recruited without sacrificing discussion time;
  • more scheduling flexibility because less time is required per group;
  • a more intimate atmosphere that seems more conducive to discussion and participation for some respondents.

From a cost standpoint, a mini group is not half that of a focus group because recruiting costs, incentive fees, and facility rental are not one-half the cost of a focus group. However, for a cost that is 55 percent to 60 percent that of a traditional focus group, the mini focus group offers an attractive alternative.