To avoid such problems, here are seven tips on how to run a successful focus group. Spread them out When held in a variety of geographic locations, focus groups can reflect how a cross section of consumers will react to a product. Too many managers book groups in nearby areas to save time and money, then expect the finding s to hold true across the country. Often they don't. Make it real To make a focus group work, the members must be able to respond to a product the way they do in the real world.
Consumers react to names, colors, packaging and an adept moderator's questioning.
Too often consumers are asked to theorize on what they think they want. They are asked to react to sketchy white cards that have no relation to the real world. Be flexible Some moderators' outlines look like screenplays instead of tools for gathering insights. But controlling a focus group defeats its purpose. Unfortunately, he says, clients expect a focus group to mesh perfectly with the notions they bring in.