May 8, 2012

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Have you ever participated in a focus group?

If so, you likely weren’t sure what you were in for. They possibly lured you in with the promise of Laffy Taffy, or a few bucks, and now you’re trapped.

You sit down silently with a group of people and the moderator introduces you to Widget A. She want’s to gain insight on your perceptions, opinions, beliefs, and attitudes towards the widget.

Each of you in the room are silently, and mentally, willing each other to admit how awful Widget A actually is. Instead, the silence builds and you’re nonchalantly examining the exit signs in the room, wondering how you can make your escape.

Gather Evidence to Support Your Theories

Fortunately, not all focus group experiences have to be terrible. As a small business owner, gaining customer feedback is an essential component of validating your product or service. If you choose to use focus groups as a method to validation there’s a few things you can do to ensure it’s an effective, engaging and valuable process.

Here are six ways to improve your next focus group, and not a single one of them involves Laffy Taffy.

1. Select the Right People

The people who will provide you with the best feedback are those that are your target market and current customers. Clients who’ve purchased from you in the past, or have declared themselves social media fans, have a vested interest in your success. They’ve demonstrated their enthusiasm for your brand already, and if you continue to produce goods they want, they win.

To entice your biggest fans, consider using a pop-up on your site asking for their help. Pop-ups get a bad rap, but they’re the most blatant and effective way to get your message across. Prospects and customers will be on your site regardless, so take advantage of the opportunity.

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