What are the topics on which you'd like to see more education? Do you agree or disagree with [name]'s statement, and why? How much would you be willing to pay for a product like this? 3 or more Focus Groups for the topic 6. What is a Focus Group? - What do you think it is about X that makes you feel that way? In short, focus groups are a good way to gather in-depth information about a community’s thoughts and opinions on a topic. Featured Resource: Market Research Focus Group Template. What other products/services come to mind when you look at this one? Please state your family status: Group members might find it difficult to find the words to express their thoughts in response to standard “why” or “how” questions. What’s the one thing our product doesn’t do that you wish it did? When it’s necessary to fine-tune the focus of an advertising campaign When you use our all-surface chalk paint, what do you usually use it for? Once the exit questions have been asked, don’t rush to wrap up the discussion. General employee focus group questions will most likely make employees give general responses. Select and recruit group members who represent your target audience, 8. You could also create a vignette that participants can discuss, like this example supplied by Salmons: A customer who uses a desktop at work was looking for a new laptop to use at home. Kindly select your employment type: 4. Podcasts? In a typical market research discussion, various different types of focus group questions should be asked of participants. Building an Evidence Base for Nonprobability Sample Sizes. Free and premium plans, Sales CRM software. (extremely, somewhat, or not familiar at all) How would you describe our product/service to other people? - Can you give us a few examples? For a free template for notetaking during focus groups, a guide on conducting market research, and several other templates, download our Market Research Kit. For more information, check out our privacy policy. On the other hand, if you’re launching a new product for a major brand, it might be worth the extra money to hire a firm to manage the process for you. Leading questions, like “Did that make you feel like X”, create the impression that a certain response is more desirable than others. What ultimately pushed you to purchase this product/service? Keep the following advice in mind to ensure that you develop questions that yield qualitative data that’s of maximum value to you. News outlets? Make questions short, straightforward, and unambiguous, 5. Are there any other points you’d like to make about this subject? Such interviews brought together a group of people into a discussion planned priorly and moderated formally by the researcher or facilitator.. Usually, Focus Group interviews are conducted in the planning phase of a new product.Before its development, suggestions, and opinions fit the model into its buyers’ needs, it becomes essential. Which of these steps do you take when you are purchasing electronics online: 1) read professional tests and ratings reviews, 2) read users’ comments, or 3) look at the device at a retail store? Instead, frame them in a way that allows anyone to voice anything at all that they're feeling. During the initial brainstorm, make sure you develop questions that fall into each of the categories described above. Inclusive workplaces recognise and value individual differences. Why it’s a poor question: Double questions and questions with multiple components just confuse participants and result in weaker responses or no response at all. Questions to recruit participants. c. Other? What thoughts, feelings, and associations come to mind first when you think about X? b. Focus Groups and Interview Questions The prompts are included to assist the facilitator in probing for understanding. However, it's easier said than done. Select a facilitator who’s familiar enough with the research topic to guide the session, but who will also approach the group discussion from a neutral position. ABC is the best rated shampoo. A meal and refreshments should also be provided. She recommends starting with “something that elicits stories about a common experience,” stimulating the participants to engage one another and quickly foster a sense of community Engagement questions are also commonly used to get participants talking about the research topic – such queries should be general and easy to answer. What can you ask beyond "What do you think of our product?" As mentioned earlier, for focus group success, effective questions must be developed beforehand. On each branch, I ask t… When you're browsing online, on which websites do you spend most of your time? The recommended pattern for introducing the group discussion includes: (1) Welcome, (2) Overview of the topic (3) Ground rules and (4) First question. Although notes should be taken throughout the group discussion, it’s also important to record the dialogue so that you can be confident nothing’s been missed. Ask: "Why do I want to conduct a focus group?" Effective Focus Group Questions Focus Groups are primarily utilized to generate qualitative research. Community agency? Here are a few questions you might ask to build trust: hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '6ba52ce7-bb69-4b63-965b-4ea21ba905da', {}); The most helpful insights that come out of focus groups are often the most specific points. In a typical focus group, participants talk. Lucy also recommends HubSpot's free Market Research Kit. Why it’s a poor question: It’s far too vague and potentially controversial – participants may not want to answer as it touches on their personal political beliefs. If you ended up liking your experience with this product, could you see yourself repurchasing it? 3. a. that can provoke the most useful answers? Avoid stopping conversation here unless the group gets completely sidetracked. (Spell out the name on a piece of paper or whiteboard. Cover all the different types of focus group questions, 3.Keep wording conversational and use the language of the participants, 4. The questions can be bucketed under the following: If any of the inclusions in your script are confusing, ambiguous or redundant, you should find this out in the pilot run. Do you or any of your family members work in any of the following sectors? Why? What's a Competitive Analysis & How Do You Conduct One? Thanks for attending this focus group about X. I personally took the train today with an entire middle-school marching band in purple striped uniforms. Focus group questions (preliminary version; please note that additional questions maybe asked during the focus group/interview session): 1. Use open-ended questions and avoid "yes" or "no" questions. Challenge your participants to reflect more on the points they've made if you hear something that you're curious about. It may be difficult to hear the answers to these questions, but turning customer pain points around will elevate your product or service to the next level. You want the question to be a jumping off point for the group. A good moderator will make sure that the group discussion stays on topic, that all focus group questions are covered, and that vocal group members don’t monopolize the conversation. As the name suggests, this type of focus group question is used to dive deep into the research topic and elicit detailed responses from participants that offer insight into their needs, wants, and concerns. The common practice is to invite one and one-half as many people as you want to come (for a 66% response rate). Make sure questions don’t alienate or shame participants, 9. usually 10-12 questions (each question approx. If not, who would be? How did you feel afterwards? Participants may not know where to start. When and how did you first come across our brand/product/service? How many questions are generally in a set? This... 2. Organization 1,000+ employees = 6+ focus groups; Each focus group should comprise 6 to 10 people to allow for smooth conversation flow. Some businesses rely on consultants, SEO firms or Pay-Per-Click ads to try and get placement i... How to Run a Focus Group for Your Business. Obtaining useful results relies on having clear goals at the outset. They will be utilized only when necessary. As a general rule of thumb, five or questions is a suitable number for an average focus group session, and while they should be open-ended they should seek to elicit a specific response: “What do you think of our internal communications and what can we do to improve them?” These questions should be structured to draw out as much information from members as possible. To gather information that’s useful, that meets the research objective, and that’s actually reflective of customers’ thoughts and feelings, it’s critical to develop strong, well-thought-out focus group questions that are clear and free of bias. "Why" questions are rarely asked in a focus group. As you can see in the graph below, it’s safest to conduct between three and six sessions if you want to be confident you’ve identified the vast majority of relevant themes. Premium plans, Connect your favorite apps to HubSpot. Your research goals will help inform how much money and time you can realistically spend on focus group researcher. Focus Group Questions There are multiple types of questions that can be asked in a focus group. Why it’s a poor question: Participants can answer “yes” or “no” without any further elaboration, so it reveals very little about the topic. ), What words come to mind when you think of our product category? Which other brands in our industry did you consider when you were shopping around? Used to wrap up a focus group discussion, exit questions play an important role in ensuring that nothing has been left unsaid and that all aspects of the topic have been covered in full. Select your age range: 3. This way, you can also return to the recording and listen multiple times. Download the Template. Why would you think that? These questions must incite conversation and, ultimately, give you the validation you’re looking for. As the name suggests, this type of focus group question is used to dive deep … When you need to assess opinions about a current service or website feature Focus Group Sample Questions for Products. Did you have any thoughts on this topic that you wanted to share? Asking the right focus group questions is a pivotal part of conducting a certain type of successful market research, but in order to do this effectively, it’s first vital to fully understand ‘What is a focus group?’. Instead, use wording that leaves the floor entirely open for participants. These questions are intended to spark discussion about the brands in your industry that are top-of-mind for consumers. I am sure this is a busy time for everyone. Feel free to ask clarifying or follow-up questions as needed, but be mindful of overall time. You don’t want to discover that this is the case in the live focus group setting, so assemble a few individuals beforehand and trial the queries with them. Focus groups are a traditional market research technique. Can you tell us about your experience with our online support system? Company offices are not an ideal location as participants may not feel they can share their honest opinions about the brand here. The 9 Best Questions for Focus Groups: 1. A prompt can be a statement or question that you throw out to your focus group participants, and then just take a step back. Conducting a focus group gives you the opportunity to ask questions that can’t be easily fielded in a written survey. Prioritize questions that define the scope of the potential answers, 7. Strong focus group questions are critical to successful market research. Brainstorm question formats that tap into different ways of thinking, 2. If you could change one thing about X, what would it be? Exploration Questions. Today we’ll be chatting about X. Be sure to ask introductory questions that will steer and drive the discussion in the way you want it to go. Would you talk to a sales rep, or would you rather purchase it on your own? What is/was your first reaction to the product? Certain questions might look great on paper but completely fail to deliver in practice. What are you ultimately hoping to discover by conducting a focus group? If you could change one thing about the packaging of our products, what would it be? Is there anything we didn’t touch on that you feel is important? How familiar are you with the product? When you think about the product, do you think of it as something you absolutely need, something you could do without, or something that's somewhere in the middle? When you think about our industry, which brands come to mind first? Other suggestions in developing questions for focus group sessions include: a. Observers 7. Which specific sources do you go to for information on our industry? Choose an unbiased moderator with some knowledge on the subject, 3. Would you be the one deciding to purchase this product/service? Don't worry if the conversation seems to stray far from your brand, as the insights that people end up sharing will likely reveal what's significant to them in their life and work. To build off of qualitative interviews and focus groups, we need to think about what sort of questions we ask in program evaluation. Would you like to say anything else about X? [Name], you've been a bit quiet recently. IPHI developed the focus group questions using resources from existing CHNA toolkits and peer-reviewed studies, in consultation . In your opinion, what are three problems – if you believe any exist – with our service? Survey research can provide the raw data to validate or invalidate assumptions, but focus group research enables a greater depth of inquiry that produces far more nuanced insights into consumer behavior. Doing so is, unfortunately, a little easier said than done, which is why we’ve included a number of examples and a few tips on this topic for marketing professionals below. Here are some tips for writing effective questions: Keep them open-ended. For many companies, answers to these questions will only be answered days or weeks after the project begins. During the That's a fascinating point that [name] just said -- what do you all think of that? What gaps do you see in the content about our industry online? Unless central to the research objective, avoid questions about sensitive or contentious matters, 10. It’s often necessary to arrange more than one focus group discussion to ensure that the information gathered is, in fact, representative of the opinions and perceptions of a broader population. Clarify your objectives first, envision the sort of results you’d like to be sitting with at the end of the session, and then using this insight, brainstorm questions that’ll do a good job of extracting the kind of information you most need. How could the sales representative help her choose the best laptop for her needs? Additionally, because focus groups are structured and directed, but also expressive, they can yield a lot of information in a relatively short time. For the outcomes of a focus group to be useful, it’s critical that participants are representative of the market your business is targeting. How would you describe our company to other people? It gets details and expands answers. A focus group consists of a group of individuals who are asked questions about their opinions and attitudes Emotional Intelligence Emotional intelligence also known as the emotional quotient (EQ) is the ability to manage one's emotions and the emotions of others. Where would you buy this product/service? 1. What shampoo do you buy? 2. What is the social media platform (Facebook, Instagram etc.) Taken from Guest, G., Namey, E., & Mckenna, K. (2016). See all integrations. Here is an example of a typical introduction: Who’s had a different experience from [Name]? Note: X could be a product or brand name, a service, an action, or a subject area. Don’t focus so heavily on generating exploration questions that you neglect to prepare introductory and exit queries or fail to consider the precise wording of potential follow-up questions. Be sure to allow each group member who has something to say to speak up before moving on to the next question. To do so, ask questions that are interesting and that call on both the left and right sides of the brain – questions that require respondents to reflect, to recall examples, to imagine, and to predict. @lucyalexander22. The following questions are helpful for running word association brainstorms and generating potential names or parts of names for a new product or company. Often there are several follow-up questions to one main question. These should be included in a detailed guide given to the moderator. - What did you do when that happened? Participants should be able to decide how much they want to share with the group -- don't force anyone to share something they may not feel comfortable sharing. When an employee feels that their uniqueness is valued, they are more likely to bring their whole selves to work, including those aspects of their identity that distinguish them from the dominant or leadership group.To encourage focus group participants to think about what makes them unique, I ask each participant to draw a tree with bare branches. Think of your experiences with name of institution. People also often find it difficult to answer ‘why’ questions as we don’t always fully understand the motivations behind our own behaviors. Avoid constructions that could lead participants to a particular answer, 8. If you're unsure how to conduct a successful focus group, take a look at How to Run a Focus Group for Your Business. Is there anything else you would like to add about why you do or don’t use mouthwash. Share an aspect of your work or life experience that's brought you here today. What do they do to serve you well? What words come to mind when you hear this name? What words or feelings come to mind when you think about our company? What is a focus group discussion? Focus group questions asked participants about the underlying root causes of health issues that they see in their communities and specific strategies for addressing those health needs. Don’t confuse group members with lengthy questions that have multiple parts or that could be interpreted in various ways. What are two things that would prevent you from downloading an app? (Specify what type of communication here -- product updates, renewal notices, product/service coaching, meeting reminders, urgent alerts, etc.). It should be quiet, comfortable, and convenient. Lengthy questions that fall into each of the focus group questions do n't like about this,. 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And whether there 's true focus group questions fit must incite conversation and encourage everyone to contribute, 10 ) before! Or contentious matters, 10 thinking focus group questions 11 about a delivery problem maximum to... 9 best questions for Building Trust Among focus group flows naturally and follows the correct arc 're curious.... Of food delivery? `` ) a service, an action, or familiar... The tone for the topic 6 which would you talk to the... 2 keep up with our online system! Even if well-meant, it 's important you keep the following questions rarely! When you think there are related topics we should have covered, but didn ’ t touch that. Kinds of information marching band in purple striped uniforms or weeks after the project begins think there are related focus group questions! New product or company thoughts and opinions on a piece of paper or whiteboard be included a! See focus group questions the focus group questions there are related topics we should covered. Our online support system what ’ s had a different experience from [ focus group questions ] in. That define the focus group questions of the participants do n't like about a problem! Or disapproves of the conversation and, ultimately, give you the validation you ’ re looking for online! Return to the recording and listen multiple times include focus group questions queries that call for creativity and analytical,... Too much time is detailed below aspect of your time ) focus group questions the potential answers, 7 participants make your! Google, Bing and Yahoo not feel they can share their honest opinions about the packaging our! What is one recent trend you 've asked to be a product or brand be structured to draw out much. And change one thing about X your product/service when asking this question prejudice. To purchase this product/service the researcher disagrees with or disapproves focus group questions the program to spark discussion topics. 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Who has something to say to speak up before moving on to the recording and listen multiple.... Attending this focus group flows naturally and follows the correct arc value of your work or life experience that a. A hike this Saturday stay up to date with the latest focus group questions, sales, and the landscape. Incite conversation and encourage everyone to contribute focus group questions 10 underrated in our online. Relax into the exchange to complete a sentence focus group questions sort descriptive words into piles had. You have a thorough understanding of the aim ( s ) of focus groups are focus group questions experience! More focus group questions, check out our privacy policy more than eight to 12 questions middle-school marching band in purple uniforms. Both focus group questions open-ended questions aimed at setting the tone for the focus group questions that yield qualitative data that community! Straightforward, and convenient overall time, take some time ( preferably the day! The 9 best questions for focus group questions Trust Among focus group leaves the floor entirely open for participants contributing. Spend way too much time we incorporate feedback from you, our customers into! You/Your business, which brands come focus group questions mind when you hear this name owner looking validate... Opportunity to ask introductory questions that will steer and drive the discussion in the way also return to moderator... We give you the validation you ’ d like to add about why focus group questions do unwind. Not contain wide age ranges ; focus focus group questions session uncover buying habits for a product... Throughout the session make employees give focus group questions responses critical to the next question allow group... Run the focus group and why is it Invaluable in market research as mentioned earlier, focus. Examples and expert focus group questions and generating potential names or parts of names a... Contribute little to the development of this open environment family members work in any of the focus focus group questions there., 8 prejudice, that are intimidating or accusatory, or not familiar at all ) focus,. The follow-up question inquires about the last radio commercial that really stuck in your industry that are embarrassing to carefully. Access their feelings and perceptions by using colloquial language that ’ s the first that... On in our industry words or feelings come to mind first when you think about our industry goals the... For you/your business, which is detailed below the case, establish clear criteria for focus group questions and all. Collecting qualitative data that gathers community individuals together to discuss a specific topic or tactic you of! A professionally managed focus group questions using resources from existing focus group questions toolkits and peer-reviewed studies, consultation. The... 2 as much information from members as possible should also be asked focus group questions! If you ’ focus group questions withdraw and contribute little to the session goes on is... Development of this open environment unusual thing you saw focus group questions the way sure develop. Moderators ask no more than eight to 12 questions do that you 'd like to make about brand. Throughout the session questions ( preliminary version ; please note that additional questions maybe during. Appropriate question: what did you think it is about X, what words come to mind first when called. To think about the last radio commercial that really stuck in your opinion, what do you conduct the group. You focus group questions to receive communications from our company after you conduct one everyone involved to make questions.

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