Focus groups are a great weapon to have in you research arsenal. They are a great way to gather in-depth perception about your brand and get feedback on new ideas. I recently conducted a focus group as part of my IMC Campaigns course discussing my communication strategy and goals for my final project. Focus groups are an underutilized method because they seem complicated, however they are easier to conduct than you think.
Because my target audience was millennials in my hometown, I was able to create a Facebook group and reach out to my friends and former classmates. However, if I was looking a different audience, I would have started outreach on social media and create an event page on a website like Eventbrite. Using a focus group facility/agency is one (pricier) way to insure you get the correct audience. Be sure to screen your group members before to ensure they meet their requirements. You want 8-12 people to participate in order to have a variety of opinions and create conversation. When hosting a focus group providing an incentive like a Starbucks gift card, free meal, or something else of monetary value for participants. Continue reading →