Process
How to run a focus group in 7 steps
A seven-step process for running a focus group, from writing a research objective tied to a decision through screening, the discussion guide, recruiting with enough over-recruit for no-shows, moderating, analysis and a report that leads with the decision. It is for product, marketing and research teams planning their first or next group. Koji offers AI-moderated one-to-one interviews for the studies where a group adds bias instead of insight.
Where this appears
What's in this process
- Define the research objective: Finish the sentence: by the end of this study, we will know enough to decide what?
- Pick the segment and screener: Be specific about role, behaviour and frequency, then qualify recruits with a 5 to 10 question screener.
- Write the discussion guide: Warm-up, context, stimulus, deep dive and wrap, with 8 to 12 substantive questions.
- Recruit participants: Recruit 50 to 60% more people than seats, then confirm the day before and the morning of.
- Run the session: Record with consent, bring a note-taker and keep your own talking to 10 to 15% of the time.
- Analyze the data: Transcribe, code themes, pull quotes and synthesize across groups.
- Report and recommend: Answer the objective in one sentence, then give the themes, next steps and what you still do not know.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/how-to-run-a-focus-group-seven-steps"><img src="https://www.koji.so/visuals/how-to-run-a-focus-group-seven-steps/how-to-run-a-focus-group-seven-steps.png" alt="Process showing seven steps to run a focus group: set the objective, screen the segment, write the guide, recruit, run, analyze and report a decision." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/how-to-run-a-focus-group-seven-steps">How to run a focus group in 7 steps</a>, Koji</p>
