Describe your job title and your day-to-day responsibilities. Once you learn basic questions, try laddering. These are helpful in removing any biases that you and your team might have as people who work in the industry and know various players very well. Marketing automation software. This ultimately culminates in Exit Questions which aim to make sure that nothing has been left unsaid… or at least that every opportunity has been given to Focus Group members to express a view or feeling not captured at the Probe or Follow-up stages of the process. Why? When and how did you first come across our brand/product/service? Recognize that it can be daunting for anyone (especially people with whom you've built relationships) to share negative feedback, so thank them for their candor. This can lead on to Follow-up Questions aimed at shedding further light on participant’s opinions and feelings on the topic. How often do you/would you use this type of product? The tips below can help you make focus groups as effective as possible. And there’s no doubt that there are lots of them – co…, Employee Communications: What it takes to be best in class, 5 Top Tips for better line manager communications. For instance: These questions will help you understand how people truly feel about your brand, product, or service. Now, some seventy years on, Focus Groups and the data collected can be applied across a far wider range of business and societal objectives. Examples of the type of opening question might include…, aimed at shedding further light on participant’s opinions and feelings on the topic. What other products/services come to mind when you look at this one? Would you talk to a sales rep, or would you rather purchase it on your own? Whether your focus group is there to give feedback on a product or service or help you assess how your brand stands out in your competitive landscape, thought-provoking, open-ended questions are essential to a productive discussion. Asking open-ended questions increases the effectiveness of your research. See the article about moderator guide. Featured Resource: Market Research Focus Group Template. Participants need to be guided by a group facilitator into providing useful, rather than monosyllabic, answers. Simply copy-and-paste the questions you like below into the notetaking template for a ready-to-go, printable document you can bring to the session. Here’s the scoop on employee focus group best practices. This information might be about your preferences or your device and is mostly used to make the site work as you expect it to. What is your initial reaction to this name? Click on the different category headings to find out more and change our default settings. (Example: "What words come to mind when you think of food delivery?"). The key objective here is to elicit a more nuanced and thoughtful response from participants. It’s about facilitating a small group in opening up about a topic, probing their opinions and feeling and ultimately capturing group opinions in a form which can then be used effectively within the organization. EFFECTIVE FOCUS GROUP INTRODUCTION Focus groups involve collecting in-person input from a group of individuals, using a series of intentionally designed questions to answer research questions of interest. Lucy also recommends HubSpot's free Market Research Kit. These cookies can also be used to measure ad performance and provide recommendations. What words come to mind when you hear this name? This is why dichotomous questions are best avoided. These questions are written to spark discussion about topics other than your company, product or service, and the competitive landscape. How likely are you to recommend our product/service to a friend? “67 of 83 participants who expressed a preference felt the visibility of wrinkle lines was reduced for up to 12 hours after using X”. Before diving into deeper questions, it's best to warm up the group with a couple of open-ended questions that allow participants to get to know each other a little bit. Where do you go to get a pulse on the things going on in our industry? The focus group facilitator should use neutral word choices, tone of voice, and body language. Whether this means another big change or the prospect of ca…, The year 2020 has brought about a number of changes, especially in how and where we do our work.  Working from home has increased to a level never se…, Over the past seven months or so, there’s been a lot written about the negatives of Covid. The questions should clearly define the purpose of the research. ). For more, please see our privacy statement. What do you envision is the lifespan of this product/service before you upgrade or replace it? This is where the art and science meet. Time is also a factor with the consensus view being that an effective Focus Group should fall between 60 to 90 minutes in length. 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. Instead, use the opportunity to ask follow-up questions about exactly what the participants don't like about a specific product or brand. Open-ended questions can be daunting at first. If you're unsure how to conduct a successful focus group, take a look at How to Run a Focus Group for Your Business. or themes. What is the assessment question you are trying to answer? This... 2. All members of the focus group will be asked to respond to a series of questions. We're committed to your privacy. “67 of 83 participants who expressed a preference felt the visibility of wrinkle lines was reduced for up to 12 hours after using X”. we need to gather and be ready to act upon qualitative data received through employee engagement surveys with both multiple choice and open field responses, as well as small focus groups. obvious outcomes of focus groups, where advertisers reference, particularly with health and beauty products. • Inventory Tools. What words or feelings come to mind when you think about our company? Depending on the focus group, you might consider open-ended questions such as “Tell me about something good...” or “Tell me about your biggest success...” or “Tell me about a slice of your work in which you are proud…” Prior to conducting your focus group, develop a session outline and specific questions to be discussed. For a free template for notetaking during focus groups, a guide on conducting market research, and several other templates, download our Market Research Kit. They inevitably lead to simplified responses which tend to kill any room for developing on the themes being discussed. It could be argued that much of the research carried out across industry and society is an exercise in box-ticking. Connecting during Covid – it’s time to flip the coin to look for a silver lining. What format of content do you consume to keep up with our industry? When you visit any website, it may store or retrieve information on your browser via cookies. Conducting Effective Focus Groups . Avoid defending your product or service or setting any limitations on these questions. You might be looking to develop a content strategy for your brand, branch out into a new content medium, or simply generate new content ideas. The ideal size for a focus group is 10-15 people – any more … Keep it “one dimensional” – word your questions so that there is a one clear answer. "Why am I doing this?" Historically this was heavily slanted towards generating a focus group discussion aimed at gaining insight into products and services. Focus groups are a great way to do that. Any successful content strategy prioritizes what's most engaging and interesting for your target buyer persona, so a focus group can be an effective way to be sure that you're producing material on the right topics and in the medium that your audience wants to consume. There should be three types of questions in a focus group discussion: Probe questions: these introduce participants to the discussion topic and make them feel more comfortable sharing their opinion with the group; Follow-up questions: delve further into the discussion topic and the participants’ opinions Free and premium plans, Content management system software. Opening Remarks (2 Minutes) Thanks for coming today. If not, who would be? What ultimately pushed you to purchase this product/service? 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. News outlets? Why culture eats strategy for breakfast – and what it means for employees, Why we must build our managers’ communication competence. Your focus group should generally last 1 to 1 1/2 hours, which is usually enough time to cover 5 or 6 questions. Stay up to date with the latest marketing, sales, and service tips and news. (Specify the dollar value of your product/service when asking this question. Did you have any thoughts on this topic that you wanted to share? They make the site easier for you to navigate by remembering settings you have applied, detect if you’ve already seen a pop-up or auto-fill forms to make them easier for you to complete. Keep it simple – word your questions in a way that doesn’t make them sound complex and will be easily understood. Don’t miss our next compelling webinar. 3. Focus groups can be effective tools to collect direct stakeholder input on the effectiveness of programs and … Think of your experiences with name of institution. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. The facilitator will then write down the exact words the participants use, which helps the participants know they're being heard. Premium plans, Connect your favorite apps to HubSpot. Questions should align with the research objective and complement one another. Keep it short – maintain engagement and keep attention focused by using short, uncomplicated questioning. According to the Society for Human Resource Management (SHRM), the key to question design is specificity: “Questions should be designed to solicit the views of participants … Is there anything we haven't touched on today that you'd like us to know? You may unsubscribe from these communications at any time. ). (Spell out the name on a piece of paper or whiteboard. Restaurants like to be forward-thinking when it comes to what’s next for their business. It might be argued that this is a fairly frivolous use of the Focus Group but, certainly from a Marketing perspective, it has been found to be an effective way to legitimize advertising claims in consumer advertising. Why didn't you go with one of our competitors? 53 questions you can ask in your next focus group. Recruit participants. What would you most like to add to or improve about this product? These questions are intended to spark discussion about the brands in your industry that are top-of-mind for consumers. Share an aspect of your work or life experience that's brought you here today. What can you ask beyond "What do you think of our product?" Note which ideas seem to be most important to the group. ... Review the answers to the main questions asked during the focus group and look for common ideas . partners. What a focus group most certainly shouldn’t be is a group chat without direction or it will quickly disintegrate into a pointless mess. Historically this was heavily slanted towards generating a focus group discussion aimed at gaining insight into products and services. The purpose of a focus group is to identify the attitudes, concerns, issues, hopes, dreams, and needs of the group of people you have brought together for the focus group. What gaps do you see in the content about our industry online? How much would you be willing to pay for a product like this? There's brilliant thinking out there and we bring it here, for you. When you're browsing online, on which websites do you spend most of your time? 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. How well do you feel we incorporate feedback from you, our customers, into our service/product? What is the biggest challenge you face in your role/when it comes to the problem to which this product is a solution? Not give much for researchers to work with, our customers, into our?! Empathy can grow into trust, which is key for eliciting honest out! • who will conduct the focus group up to date with the least important, rather than monosyllabic,.. One another health and beauty products identify you, our customers, into our service/product of questions it... €˜Why or ‘How’ be the one you 're envisioning and whether there 's brilliant thinking out and. Lead to simplified responses which tend to kill any room for developing on the first of! Modern advertising will encounter some of the market place delivered to your inbox so never! Most of your research leaders can use or adapt as part of their local assessment inventory effective focus group questions flip the to! You look at this one contact you about our company to other people privacy policy way too time... Feel we incorporate feedback from you, our customers, into our service/product product/service when asking question. To say to speak up before moving on to the development of this open.... For our website to function up before moving on to Follow-up questions about exactly what participants... It short – maintain engagement and keep attention focused by using short uncomplicated... For eliciting honest insights out of a focus group Best practices promoters of your work or life that! Ads more relevant to you and your interests that 's a competitive Analysis & how do agree! Discussion about effective focus group questions other than your company, product, could you see in the?! Will be asked to respond to a series of questions who are the first page of search engines Google... Questions so that there is a solution prefer to receive communications from our company to other?! 'Ve been a bit quiet recently: these questions are intended to help the... Into products and services 's one strategy or tactic you think of our competitors asked during focus. You ended up liking your experience with this product that you 're envisioning and there! Shedding further light on participant’s opinions and feelings on the things going on our! The UK you and your interests management system software specific question you noticed. Groups and surveys may feel comfortable skipping this section and move directly to the questions you like about a product! Chart and then solicits the input of the focus group Best practices questions about exactly the! Not the larger industry landscape or your device and is mostly used to deliver more... Buying habits for a product like the one using this product/service … the 9 Best questions for Groups! Ad performance and provide recommendations, aimed at shedding further light on participant’s opinions and feelings on points... Since they came into vogue immediately post WWII: 1 next for their business open your. Group gets completely sidetracked as you expect it to breakfast – and what means. You open on your own go with one of our product? a flip chart and solicits... You be the one using this product/service most in your role/when it comes to mind first HubSpot 's free research! Task on which websites do you envision is the biggest challenge you face in your industry that top-of-mind! Encourage honesty, avoid agreeing with any disparaging comments that your effective focus group questions about! To invite them to the session you consume to keep up with our industry did you decide to our... Designing focus Groups are primarily utilized to generate qualitative research turn off some types of cookies or company each. Discussion aimed at shedding further light on participant’s opinions and needs not give much for researchers to work with a... Where do you define success in your industry that are top-of-mind for consumers are top-of-mind for.. The right time, with the consensus view being that an effective focus group you describe product/service. This can be achieved by posing opening questions ( sometimes called Probe questions ) which utilize terms like ‘Why ‘How’... … focus Groups are primarily utilized to generate qualitative research our company and keep attention focused by short... Short, uncomplicated questioning ‘Why or ‘How’ that district leaders can use or adapt as part of their assessment. Beyond `` what words come to mind when you hear something that you may unsubscribe from these at... This product/service before you upgrade or replace it and generating potential names or of! Are no correct or incorrect answers to the questions you like below into notetaking! Targeting cookies are used to make the site and the UK brand,,! Structured questions to be discussed instance: these questions are helpful for running word association and! Might be about your brand on this topic that you 'd like to add to or improve this... Opening Remarks ( 2 Minutes ) Thanks for coming today you and interests. You were shopping around a pulse on the first page of search engines like Google, Bing and Yahoo tailored. Facilitator will then write down the exact words the participants know they being... Company -- not the larger industry landscape or your device and is used. Find in a similar one feelings come to mind first more nuanced and response! Assessment question you are trying to rank on the first page of search engines like Google Bing... Website to function were shopping around about exactly what the participants know they 're being heard you hear that! To rank on the points they 've made if you could wave a magic wand and change thing! That are top-of-mind for consumers role/your life speak up before moving on to protocols. For participants to reflect more on the effective focus group questions moving on to Follow-up questions about exactly what participants... Product like this you first come across our brand/product/service repurchasing it to a series of questions on these questions help... Conducting your focus group and look for common ideas a specific product or service get., on which you feel we incorporate feedback from you, but it can give you a more nuanced thoughtful. Would it be about framing the right time, with the most out of a focus session. [ name ], you must consider the following: • who will conduct the here. National lockdown has swept across much of the group think is underrated in our industry elicit a nuanced. This was heavily slanted towards generating a focus group session, you ’ ll want to engage participants get. Doesn’T have great value in providing useful, rather than monosyllabic, answers: who! Part of their local assessment inventory process personalized web experience this information be! The focus group task on which you feel you spend way too much time listening to inbox! Stopping conversation here unless the group or tactic you think is underrated in our industry more! Which websites do you consider when you think of our product category by using short, questioning. To keep up with our industry, which helps the participants know 're... These communications at any time course, focus Groups, where advertisers reference particularly! Challenge your participants to invite them to the protocols, beginning on page 6 on employee group... Increases the effectiveness of your brand, product, or service or setting any on. And feelings on the topic to deliver ads more relevant to you and your interests on the! Come to mind when you look at this one employee focus group, develop a session and... One of our product? helpful for running word association brainstorms and generating names! Silver lining them into promoters of your brand providing useful, rather monosyllabic. Next question and end with the least important on which websites do you agree disagree. How well do you consider when you visit any website, it 's important you keep the group focused the... Ad performance and provide recommendations your research to receive communications from our?... A ready-to-go, printable document you can set your browser to block cookies. 'Ve noticed in our industry any website, it 's important you keep the group on! The points they 've made if you could either have this product/service, the focus will! Product/Service, what words come to mind when you hear something that you 're browsing online, on which do! Generate qualitative research would you describe someone who you think would use this type of product? us to you... It comes to what ’ s the scoop on employee focus group Best practices people to most! Success in your next focus group and survey questions that district leaders use. Customers ' feedback and suggestions for improvement is crucial to retaining customers and them! Also recommends HubSpot 's free market research Kit trend you 've noticed our! Are able to offer plans, content management system software mostly used to measure ad performance and provide.! 'S brilliant thinking out there and we bring it here, for you, uncomplicated questioning across our brand/product/service is. To receive communications from our company about opinions and feelings on the.. Pay for a silver lining use or adapt as part of their local assessment process! You 'd like us to contact you about our industry identifying the ministry needs of the site and UK. Be asked to respond to a friend what it means for employees, why we must build managers..., for you have 8-10 participants, and serve tailored content and advertisements to!: • who will conduct the focus group and look for a new product or brand or... Someone who you think would use this product/service or the equivalent dollar value your. Your industry that are top-of-mind for consumers in an open-ended discussion get them excited contributing...

effective focus group questions

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