Step by Step Guide to launching FGDs

For any market research survey to be successful, there are steps that need to be followed. The same goes for qualitative research. I have therefore, outlined key points that must be considered when you plan to use focus groups as a research tool.
Define your research goals.
The first step is to define the research objectives. Here you need to clearly spell out what you want to achieve from the survey. The research objectives must be clearly defined and must also be straight forward. Based on these objectives, you will be able to formulate questions which will form the basis of the discussion guide.
Determine sample size and composition of focus groups
Since focus group is a qualitative research method and the results are descriptive rather than prescriptive, you don’t need to have a very big sample size. It is therefore, important to ascertain respondent characteristics such as:
• Age
• Gender
• Ethnic group
• Social Economic class
• Language Spoken
Invite participants to participate in focus groups
This process must be well coordinated to ensure that the right participants are recruited for participation in the FGDs. A screening questionnaire will be used to screen the participants based on demographic profile, product usage and or specified criteria.
Location
Location, location, location is everything. When planning your focus group it’s important to select a site
that is accessible for the target audience. Not everyone has access to an automobile or is able to drive.
The best location should be centrally located, near a subway or bus stop. For instance, If you were targeting the Latino/Hispanic community, the best site would be close to where the audience lives or work so that it’s more convenient.

Incentives
There are many incentives for encouraging participation in focus group. Snacks are a necessary factor. Again, being culturally sensitive to the type of snacks served moves to the top of the list. Avoid unhealthy snacks and remember that many participants may be vegetarian. When planning your menu include a variety of foods, salads and vegetables.

How many people should be invited?
In order to get enough feedback about your product or campaign, it would be best to host a group of 8
to 12 people. More than 12 participants could prove to be unmanageable when trying to collect adequate
information. Remember it’s key that everyone gets an opportunity to share their thoughts and ideas
without feeling rushed or cut off.

Timing
A focus Group discussion should not exceed 90 minutes. Participants should be encouraged to eat when they arrive or during the focus group as to not interfere with the group discussion. Output from FGDs vital consumer insights which can be further explored quantitatively inorder to see prevalece of the issues raised across a robust sample size.