Thursday
May272010
the power of the focus group
This is linked to my previous post where I stressed the importance of 'target audience' in new product development.
One of the most effective ways to understand your target audience and assess/seek opportunities is to organise a focus group. It will tell you :
- who they are (more than any document/presentation can)
- how they think (more than any document/presentation can)
It may also help to develop meaningful personas that will help you in the build phase.
All you need:
- 8-10 people. The simplest way to get them is use an agency. Indiefield are good.
- A good structure. Keep each exercise to a max of 20 mins. You probably only need an hour.
- Someone to facilitate and keep the thing going.
- Someone good at taking notes and being observant.
- An NDA.
Oh, and a few snacks and liquids.
There's actually no better way (other than building and launching the thing) to test and uncover opportunities.
You'll be glad you did it.
Carl Knibbs
Reader Comments (3)
Couldn't agree more - I would virtually guarantee that a focus group participant will inject some valuable thought/idea into your product design process that you've not considered before.
I'd say that timeboxing the exercises of your group is vital - give a task too long and you can find yourself covering the same ground, too short and your participants won't have warmed to the subject sufficiently to get to the valuable feedback.
I'd definitely also agree on the importance of good notes - not so much for you to fully read but when the group is done and dusted they serve as a great aide memoire to allow you to distil the foundings down to its core themes.
Carl, this is a great reminder that you have to connect with your markets and customers to really understand and discover what's real. I was recently engaged with a focus group consisting of senior citizens. It's amazing what people 65 - 90 will honestly tell you. Although it's a reality check when a 83 year old says, "why would I buy crap like that."
Another way to solicit open insight and honest feedback in a non-threatening way is through Innovation Games. I've experienced several and its a great way to unbridle thoughts, ideas and feedback while having some fun. Check out www.innovationgames.com
Thank you both! Great feedback. Ben, totally agree on timeboxing and notes. Both vital for getting the result you need. Jim, that sounds funny. They do say the older you are the straighter you talk. You are brave taking that group on! Would love to try it one day. I've just checked out www.innovationgames.com, looks excellent - thanks very much for the comment and the heads-up on the link!
Carl