Let’s not demonize Focus Groups
flickr.com/X2
Focus Group=
6-12 peoplemoderator script
flickr.com/bmwguggenheimlab
A lot of my colleagues don’t
like “focus groups”
Opinionated person dominates
Introverts hide
11
Everybody talks to moderator
and not with each other
22
Moderator works from a prepared script
33
Clients sit behind a mirror or on the
phone; no idea if they’re
engaged
44
Let’s reconsider our
condemnation of focus groups
Client requests focus group?
Explore the possibilities
You can turn every drawback with fun activities
ParticipantsDO first,
then TALK
Moderator: guide, coach, facilitator
Activities reduce
need for scripted
Q&A
Client in the room, trained to observe