Focus Groups

Question 1

Group size

Answer 1

8-12 people (always over-recruit)

Question 2

Ground rules

Answer 2

Individuals privacy will remain protected, everything will remain confidential, no right/wrong answers, everything being videotaped, incentives or no incentives

Question 3

Questions

Answer 3

open-ended, not yes or no, unbiased shouldn’t lead participants to one answer, warm-up questions to detail questions to probing questions to wrap up questions

Question 4

Warm-up questions

Answer 4

How often do you use X?
How do you feel about X?
When do you use your X?

Question 5

Detail questions

Answer 5

What do you like about X?
What do you not like about X?
How do you feel about the safety of X?
Where do you get your information about X?
What was your reaction the first time you saw X?
Do you think the spokesperson in this commercial is believable?
Would this commercial motivates you to buy X?
What did you learn from this commercial that you did not know before?

Question 6

Probing questions

Answer 6

Has anyone had a similar experience?
What is it about X that makes you say that?
Would you explain it further?
Could you give an example?
Describe what you mean.

Question 7

Wrap-up questions

Answer 7

Is there anything you would like to add?
If you could change one thing about X, what would it be?
If you could make one suggestion to the president of the X Company, what would it be?
Are there any other areas we need to cover?