Simple guide to running your own focus group [on a budget]

In an era characterised by evolving communications, brand research is vital. Qualitative research and focus groups in particular can be extremely useful strategic tools for businesses of all sizes. You can read why in this previous post. It goes without saying that in commissioning a research agency to plan, manage and conduct a focus group on your behalf comes with a number of benefits. That said, providing a few general principles and guidelines are followed, there is no reason why you can’t gain the same level of insight by running one yourself. (This comes with obvious cost benefits). Here are a few useful tips on how to do so:

1.    Arranging a facility: Many envision focus groups being held behind a one way mirror in a fancy viewing facility that costs the earth – this is normally for the client’s benefit, so providing there is enough trust in your relationship I would recommend not inviting the client to view the group. This means you the session can take place in your office, or even your lounge; anywhere with enough space and seats for 8-10 people.
2.    Finding respondents: Local paper or even Gumtree might do the trick. You can find professional recruiters for this kind of thing but it comes at a cost.
3.    Write a screener: The best way to ensure that your group represents the demographic and any other criteria it should do is to write a short screener questionnaire; a series of simple yes/no questions for all potential respondents to complete. This way you can find out whether their experiences and opinions will be relevant to the research objectives.
4.    Write a discussion guide: Essential for making sure you cover all topics and stay on track. As a general rule, try to make your questions open ended (e.g. Please tell me about…, to what extent do you think…, etc), start with general and move towards specifics, and try to decide in advance how long you are going to spend on each topic.
5.    Plan projective techniques: these are known as ‘enablers’ as they are used to get the respondents past social barriers when asked to talk about issues that they might not normally talk or think about. A great one is to place the respondents in the third person (e.g. If you were X, what would you think?), this disassociates them from the context, providing a safer place to reveal what they really think. Another useful technique is to use brand personification (e.g. If brand X was a celebrity, who would they be? If they were an animal/colour/country, etc, etc). There are plenty more, but I’m sure you get the picture.
6.    Have some probes in your locker: Very useful if the conversation is going dry. (e.g. Can you expand on that? Can you give an example? Why do you think that?)
7.   Preparation on the day: Arrive early / give the incentives (if needed) to someone else to sort out / set up the room before the respondents arrive / double check any recording equipment.
8.    Last but definitely not least – some handy moderation tips:
a.    Make sure you know your discussion guide inside out and remind yourself of the objectives
b.    Make the respondents comfortable by introducing yourself and reassuring confidentiality
c.    Set the right tone by letting them know that there is no right or wrong answer, and it isn’t a test or any form of sales
d.    Always ask permission to record (if you are going to)
e.    Never rush, and don’t be afraid to get clarification on important points
f.    Consider your own body language; lean forward slightly with an open posture and constant eye contact with whoever is speaking
g.    Remember – you should be doing more listening than talking!

I hope this helps. Anything I’ve missed? Got a question? Please comment.
What’s more, there are plenty more ‘blog-worthy’ elements of qualitative research, so if you would benefit from a similar guide on something else, just ask.

Please note: I am aware that this post invites criticism from research professionals who work hard at their craft. I have stated that commissioning an agency comes with numerous benefits – I know that there are many, as I used to work for one, but that simply isn’t what this post is about. It is aimed at marketing professionals whose clients don’t have a budget for research, but would benefit from the insight.