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dan-centinello
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HERE ARE MY TOP THREE TIPS FORCREATING A FOCUS GROUP MADEUP OF SEVERAL INDIVIDUALSFROM DIVERSE BACKGROUNDS,VIEWPOINTS AND POLITICALBELIEFS.
KNOWWHATYOUWANT
You’re likely to get very little out of a focus group if you
don’t even know what you expect to learn from the group.
Rather than focus on the big picture, concentrate on a
single detail and use your focus group to “magnify” that
element. To do this, ask yourself how you’ll use the
information you learn to reach your end goal. How do your
means support your ends?
USE THREETYPES OFQUESTIONS
ENGAGEMENTQUESTIONS
TO GIVE PARTICIPANTSA SOLID IDEA OF THE
SUBJECT MATTER BEINGCOVERED IN THE GROUP
EXPLORATIONQUESTIONS
TO ALLOWPARTICIPANTS TO GO
OFF THE BEATEN PATHAND TRULY BECOME
ENGAGEDIN THEDISCUSSION
EXIT QUESTIONSTO DOUBLE-CHECK TOSEE THAT ALL GROUNDWAS COVERED BEFOREBRINGING EVERYTHING
TO A CLOSE
KNOWWHO YOUWANT TOTALK TO
Once you know what you want to talk about in your focus
group, decide which individuals are better able to provide
you with true insight. For instance, you wouldn’t ask strict
tea-drinkers to participate in a focus group about their
favorite coffee. Once you have a well-defined group, you’ll
be able to uncover potential differences and similarities
between participants and make adjustments as needed.