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Let’s not demonize Focus Groups flickr.com/X2

Let's Not Demonize Focus groups

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Nancy Frishberg advocates for rethinking focus groups to remove drawbacks of traditional focus groups, and engage participants and stakeholders with fun activities. http://www.fishbird.com/2013/03/11/lets-not-demonize-focus-groups/

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Page 1: Let's Not Demonize Focus groups

Let’s not demonize Focus Groups

flickr.com/X2

Page 2: Let's Not Demonize Focus groups

Focus Group=

6-12 peoplemoderator script

flickr.com/bmwguggenheimlab

Page 3: Let's Not Demonize Focus groups

A lot of my colleagues don’t

like “focus groups”

Page 4: Let's Not Demonize Focus groups

Opinionated person dominates

Introverts hide

11

Page 5: Let's Not Demonize Focus groups

Everybody talks to moderator

and not with each other

22

Page 6: Let's Not Demonize Focus groups

Moderator works from a prepared script

33

Page 7: Let's Not Demonize Focus groups

Clients sit behind a mirror or on the

phone; no idea if they’re

engaged

44

Page 8: Let's Not Demonize Focus groups

Let’s reconsider our

condemnation of focus groups

Page 9: Let's Not Demonize Focus groups

Client requests focus group?

Explore the possibilities

Page 10: Let's Not Demonize Focus groups

You can turn every drawback with fun activities

Page 11: Let's Not Demonize Focus groups

ParticipantsDO first,

then TALK

Page 12: Let's Not Demonize Focus groups

Moderator: guide, coach, facilitator

Page 13: Let's Not Demonize Focus groups

Activities reduce

need for scripted

Q&A

Page 14: Let's Not Demonize Focus groups

Client in the room, trained to observe

Page 15: Let's Not Demonize Focus groups

Focus Groups

+Fun Activity

=Useful ResultsLearn more:

www.fishbird.com