Focus groups are a good way to find out more about your customers and what they want. This method originated after World War II, when people began using group depth interviews for research. During a focus group, a group of participants is brought together to discuss a specific topic. A moderator or facilitator leads the discussion and takes notes. The participants are not forced to participate. However, they must be informed about the topic and its confidentiality.
Before the focus group begins, you should consider who should be invited. You need to consider the demographic characteristics of the participants to decide who you want to invite. Next, you should decide how many questions you want to ask. It is best to ask a few questions to get people to talk about their experiences. If you're going to ask more personal questions, this may be a bad idea. Instead, you should ask simple yes-or-no queries.
While conducting a focus group, the moderator should be objective and avoid reactivity. It is important to keep your cool and be neutral. Be aware of body language and keep your voice natural. Active listening signals that you're listening and encourages participation. Most focus groups pay participants in cash. Depending on the research budget, the incentive may vary. Often, you can also provide snacks and water to keep people hydrated. Once the focus group has concluded, the moderators should debrief the group. They should record their initial impressions, highlights and immediate conclusions.