Last week our group, SHARPT, conducted a highly successful focus group. We had six participants and they were all highly open to sharing their opinions. We had a favorable range of participants; consisting of recent grads, to a grad student still at UT, to alumni who have been removed for 10, 20, and beyond. With this, we were able to see how their mindsets differed, and perhaps most importantly, what they were all equally passionate about.
We found that focus group technique is perhaps more beneficial when casual. We took a very laid back approach to conducting the focus group, and we came with questions that we felt walked the border between too targeted and open enough to call for an honest response. The entirety of the focus group took nearly an hour, and we felt that they were engaged the entire time.
Perhaps the best thing about the group was that we were able to see where participants agreed. When one person said something specific, and other people felt the same way, they all felt obliged to chip in, and state their own personal identification with the concept. This allowed us to see how focus groups are perhaps the most efficient way in tailoring our response as a firm personally to the target audience. We can now say that we have first hand research with what makes our audience happy.
I wish I could go into projects specifics, and the things that we learned specifically, but our company has a strict policy and we do not discuss intimate client details, especially when customers are involved.
-Phil
