5 Steps to Executing A Successful Focus Group in Pakistan

The best market research strategies centre around facts, opinions, and experiences that shape the end user’s decisions. While quantitative tools cater to the collection of facts—the “what” and “how much”—qualitative tools like the focus group bring us closer to understanding the emotions that drive them—the “why,” “how,” and “what else.” 

What Are Focus Groups

Focus groups are discussions between a moderator and 6-10 individuals (this number generates more in-depth insights) on the perception and feedback regarding the subject matter. Participants should be those who are likely to be impacted by the business objectives. 

Step 1: Define Objectives

For a successful focus group, clearly identify your business objectives:

1.  What is the topic of discussion? 

2. What are its key factors or sub-topics? If centring the discussion around a product, you might want to know its likeability, usability, feasibility, competitors, effective marketing mediums, etc. 

3. Should insights take the form of reviews on a product, perceptions on a possible product or new ideas?

4. What will your target demographics be?

While the diversity of demographics depends on the business objectives, Akademos maintains a socio-economic class (SEC) based uniformity across all focus groups by arranging separate FGD’s for SEC A+/A/B+ and SEC B-/C. SECs are categorized according to education, occupation and income levels. Other demographics include gender, age, location and psychographics that take into account attitudes, interests, and activities.

Step 2: Location and Mobilization

Before mobilization, finalize the location. Ensure that it is safe and centrally positioned for easy access. This can either be at your office or a rented co-working space with the necessary facilities. Kickstart in Lahore is a good example of this. The client’s office space should be avoided so as to diminish any bias created by the brand name.

To mobilize participants, centre your strategy around incentives. What will make the individual sign up for the focus group?

SEC A+/A/B+

1)  Snowballing: Reach out to personal contacts; ask them to refer you to theirs; contact previous participants, and so on. Referrals create an obligation. 

2) Ideology: Appeal to individuals by seeking those whose passions align with the objectives. They become more likely to voice opinions if they are personally invested.

3) Survey Forms via Social Media Posts: Create catchy and concise posts on your company’s LinkedIn, Facebook, or Instagram. Share these to social media groups, specifically those related to the subject matter to create a direct link of interest. Incorporating forms creates legitimacy and allows you to bring uniformity to the demographics collected on each individual. While this SEC group is more likely to be able to access the social media posts, they can also be used across all groups to attract maximum participants. 

Mobilize a greater number of individuals than required for the focus group since there might be last-minute dropouts. For an online discussion, aim for securing double the amount needed as connection issues or ease of dropout become a liability. 

SEC B-/C 

1) Directory: Reach out to previous customers and/or participants via the company’s directory that details their contact information. 

2) Travel Costs: this becomes an obstacle for an in-person focus group. Offer to cover these to encourage attendance. 

3) Gifts and/or Food: While gift-giving for participants should be practised regardless of the class, we especially recommend it as a strategy for SEC B/C. Gift hampers could include merchandise like mugs, pens, notebooks, and keychains, as well as discount vouchers. Promising food and drinks is another great way to incentivize. 

Note: This group usually faces discomfort with technology or lack of access to it. Hence, for online scenarios, in-depth interviews over phone calls are recommended. 

Once mobilized, create a WhatsApp group to welcome participants and improve coordination. Send out 3-4 reminders spread out over a week before the focus group through emails, messages, and phone calls. The last reminder should particularly be set for an hour before the focus group. 

Step 3: Roles and Preparation

1) Moderator: They will lead the conversation with the questions prepared, establish trust, and ensure all participants get equal conversation time.

2) Note Taker: They will note down all conversation points question by question and, if possible, name by name. The notes will prove useful for analyses.

3) Discussion Guide/ Slide Deck: This will contain the focus group questions. List them thematically, and in the order you want the conversation to flow in. The slide deck should be up in front of participants so that the question is clearly understood.

4) Logistics: Gather stationary to distribute to participants for note-taking as per the Delphi Method (explained later). Keep a logistics person at hand for setting up.

5) Recording: To record the discussion, use tools that capture clear and long-duration recordings in both audio and video forms.

6) Product: In case of a product review discussion, have an appropriate number of the products available in their best form for sampling. Don’t forget to keep extras. 

Step 4: Execution 

If you’ve listened to our advice so far, the event itself should not be daunting. Simply follow this routine:

1) Keep a buffer time of 15-30 minutes since participants could arrive late. If the focus group is scheduled for 4.30-6.00, commit them for 4-6. 

2) Arrive early to set up all the equipment, including the slide deck, for a timely start.

3) As participants enter, politely direct them to a seat and let them know when you will be starting. During the waiting time, ask them to fill out a demographics form and engage in friendly conversation. 

4)Once everyone is present, the moderator should formally introduce the team and the focus group objectives. Next, let participants know that they will be recorded and get consent to capture pictures for social media. Participants should then be briefed on the Delphi Method. 

The Delphi Method entails that participants must write their answers on paper before discussing them verbally. This is to prevent them from influencing each other’s opinions.

5) A round of introductions should be made for participants so that the note taker may be able to take down notes by name. 

6) Good moderation will ensure that the focus group flows like a conversation and not a presentation. Introduce each theme before asking the questions within them. Next, repeat participants’ responses out loud for clarity purposes for note-taking and recording. Give about 10-30 seconds for individuals to take down their notes before opening the discussion. For SEC B-/C, aim to translate the questions to Urdu or the area’s local language for better understanding. 

6) During the first half, gather responses from each individual per question. However, if there are time constraints, take 4-5 verbal answers per question while ensuring that everyone has noted theirs down.

7) Thank everyone for coming in and reiterate the value of their insights. Direct them to the food and refreshments if arranged. Otherwise, hand out gift hampers.

Somethings to keep in mind for an online scenario:

• Conduct the focus group via Zoom due to mass familiarization during COVID-19.

• Encourage participants to turn their cameras on for an authentic conversation.

• Mind the time; individuals might drop out of the meeting if it’s taking too long. 

• Conduct the Delphi Method via Zoom Chat; responses can be submitted in unison at the moderator’s count.

• Clearly ask for consent for both recordings and pictures as it won’t be physically apparent whenever one is being taken. 

Step 5: Post Event - Follow Up

Don’t forget your participants once the focus group is over. Send a thank-you note via email or text and deliver gifts to online participants or those who left early. This is so that they may remember you for a future event or refer you to a potential participant or client. Regardless, it should be common practice!

Authors bio:

Aiman is a student of History and Public Policy in her final year at LUMS. She is currently a Research Intern at Akademos and the Editor-in-Chief of her campus paper, The LUMS Post.

She can be contacted at www.linkedin.com/in/syeda-aiman-zehra.