How to Run a Structured Online Focus Group for Consumer Insights

Do you remember heading out to your local playground, seeing your friends, and collectively deciding on what to do, and if someone grimaced, you figured something was wrong, and you changed plans?

If you've ever asked a group of people questions to find out their opinions so that their views would inform the decision you chose to make, you understand the concept of a focus group.

Online focus groups are an excellent option for any service-based business. They are a powerful tool you can use to understand what people think about your business, services, marketing, and more. However, to run a focus group efficiently, you must be clear about the top 8-10 things you want to know from online focus group participants.

With this in mind, you should respect attendees' time by preparing questions in advance. You should also limit your meeting to about an hour.

Structuring Your Focus Group Questions

Start your questions with "how," "what," or "why" to encourage focus group attendees to engage in conversation. Then, follow each question with a question that aims to take the initial inquiry a step deeper. You can say something as simple as, "Please, tell me more."

Ensure you ask only one question at a time. Don't ask two questions in one question. A sign that you are simultaneously asking two questions would be that you've used the word "and" in your inquiry. For example, a question you shouldn't ask would be the following:

• "What do you eat and drink when you go to an Italian restaurant?"

Instead, ask:

• What do you eat when you go to an Italian restaurant? (AND THEN)

• What do you drink when you go to an Italian restaurant?
  

You also want to be sure to ask questions about your attendees' buying motives and brand perceptions, including feedback on any brand marketing you're doing. The focus group is your opportunity to make the best use of a captive audience.

Please note that you may need to conduct your focus group a few times with different participants. Then, when you start hearing similar answers in group sessions, you can stop.

Selecting Online Focus Group Participants

When selecting online focus group attendees, choose consumers you would love to work with to help achieve your business goals. For example, if you are a lawyer catering to small businesses making over $250,000 in revenues, interview 10+ small business owners making this amount of money or more.

Now, if you don't know anyone, consider reaching out to your family members and friends. Don't overlook them because they're close to you. I've gotten some of the best consumer insights from honest conversations with my inner circle. People in your network can also be great for your focus group.

Incentives for Focus Group Participants

For some, getting focus group participants without offering an incentive can be a real challenge. If this is the case, consider offering an incentive to participants in your focus group. Incentives can range from complimentary services to gift cards.

Moderating Online Focus Groups

With your attendees secured, you have to prepare to moderate your online focus group. Make sure you formalize how you approach them and where you bring them together. An online video chat would be a great place.

Be sure to record the meeting so you can replay the video and analyze it later. Be sure to introduce yourself and let people know you'll be recording them and that you need to see their faces and upper bodies. Let them know that responses will be kept anonymous and collected solely for research purposes.

Then, it's your responsibility to set the mood and expectations for your online focus group. It is also your job, during your focus group, to keep the group on topic and elicit responses.