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Facilitating Insightful Focus Groups

Facilitating Insightful Focus Groups

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Published by John Follett

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Published by: John Follett on Sep 16, 2009
Copyright:Attribution Non-commercial


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www.demandmetric.com Call a Principal Analyst:(866) 947-7744
How To Guide
Facilitating Insightful Focus Groups
Executive Summary:
This report has been designed to provide practical advice for conductinginsightful focus group sessions.Read this brief 6-page report to learn:
What are Focus Groups?
Focus Group Use Cases
Focus Group Best Practices
Being an Effective Facilitator
Action PlanReview this report to understand the value of customer insights, andhow to facilitate successful focus group sessions.
www.demandmetric.com Call a Principal Analyst:(866) 947-7744 2
Table of Contents Page
What are Focus Groups?
Focus Group Use Cases
 Focus Group Best Practices
 Being an Effective Facilitator
 Action Plan
www.demandmetric.com Call a Principal Analyst:(866) 947-7744 3
What are Focus Groups?Focus Group Use Cases
A focus group is a controlled group interview of a target audiencedemographic. The interview is often led by a facilitator who covers a setseries of questions or topics. Benefits of focus group sessions include:increased customer satisfaction & brand perceptions, and informingproduct development decisions.Focus groups are a key component to an effective market researchprogram. Generating qualitative feedback in this medium can be moreinsightful than standardized surveys.There are many reasons why organizations select the focus groupmedium to collaborate with their customers and prospects. Typically, it
is to listen to “voice
customer” and guide strategic planning or
product management decisions.Following are a few of the key reasons for using focus groups:
Need to collect data, evaluate services, or test new ideas
To better understand opinions, beliefs, and attitudes
To review and test the assumptions of target audiences
Identify gaps between different stakeholder groups
To encourage discussion about a particular topic
To learn more about a specific topic or business issue
To build rapport with a customer base or new market

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