frankmartin asks Who here has direct experience moderating, participating, or being a client for focus groups?

219 responses to this plurk.

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  August 06, 2008 at 00:58 frankmartin says small group interviews, or one-on-ones (IDI's)
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  August 06, 2008 at 00:59 frankmartin says I want to hear about your experiences, and how you think it might relate to Web 2.0
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  August 06, 2008 at 00:59 frankmartin says in helping people understand WHY people buy stuff, and how we can use the interactivity of this and other sites
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  August 06, 2008 at 01:00 frankmartin says to make people buy more stuff?
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  August 06, 2008 at 00:59 DebInDenver says I have done political focus groups.
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  August 06, 2008 at 01:00 frankmartin says done?
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  August 06, 2008 at 01:00 DebInDenver says sorry- all of the above-moderating, writing the questions/surveys, participating, and a client
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  August 06, 2008 at 01:00 Teeg goes to share the link and will brb
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  August 06, 2008 at 01:01 DebInDenver says in grad school I ran focus groups with my colleagues on various topics- the purpose was to do social linguistic analysis on the participants
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  August 06, 2008 at 01:01 DebInDenver says the topics weren't the purpose, although the participants thought they were.
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  August 06, 2008 at 01:02 frankmartin asks deb how did you use them?
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  August 06, 2008 at 01:02 DebInDenver says my grad school focus groups were to study dominance in conversation between men and women in group situations.
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  August 06, 2008 at 01:03 Connie [note: if you are following the plurkshop on the "plurk page," you will have to manually refresh your browser.]
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  August 06, 2008 at 01:04 DebInDenver says my political FGs were looking at various demographics and their perceptions of issues and campaign topics/candidates.
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  August 06, 2008 at 01:03 DebInDenver says the purpose was to help us develop messaging- both topics and how to frame them
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  August 06, 2008 at 01:03 frankmartin asks thanks connie - so Deb, the purpose was to study the participants rather than to gain insight for commercial or political reasons?
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  August 06, 2008 at 01:04 frankmartin asks gotcha - cool app
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  August 06, 2008 at 01:05 frankmartin asks very academic as opposed to comercial
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  August 06, 2008 at 01:05 DebInDenver says in grad school yes. There are various linguistic devices people use to dominate a conversation we wanted to see which ones were used
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  August 06, 2008 at 01:05 Connie I have never done any focus groups, so I'm listening intently.
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  August 06, 2008 at 01:04 DebInDenver says by the different genders, who was successful and how they used them.
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  August 06, 2008 at 01:05 frankmartin pontificates: focus groups have been used for the past 30 - 40 years
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  August 06, 2008 at 01:06 KDFrawg says I did a lot of them for business process improvement.
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  August 06, 2008 at 01:06 DebInDenver says the political stuff probably is a better fit for tonights conversation, although my grad school stuff was more fun to transcribe and analyze
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  August 06, 2008 at 01:06 frankmartin they were originally conducted in living rooms by people curious as to why participants used products or bought stuff
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  August 06, 2008 at 01:06 frankmartin gradually, they moved to conference rooms with one-way mirrors
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  August 06, 2008 at 01:07 DebInDenver says the mirror things makes me think of the CIA!
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  August 06, 2008 at 01:07 frankmartin cool kdfrawg - example?
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  August 06, 2008 at 01:08 frankmartin says we are at a crossroads again in the qualitative industry
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  August 06, 2008 at 01:07 AmberCadabra closest I've ever been to a focus group was as a participant.
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  August 06, 2008 at 01:07 shepherd wonders if focus groups are leveraged to drive opinion or create strategies? What process motivates most focus groups to convene?
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  August 06, 2008 at 01:09 frankmartin says we are able to use the webfor almost continuous interaction - what are some of the ways that YOUsee we can do the same sort of "research"?
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  August 06, 2008 at 01:09 frankmartin says shepherd - not to drive, but to understand, and to create the foundation for "learned influence"
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  August 06, 2008 at 01:09 AmberCadabra Frank, do you think the unstructured nature of the web is an asset or a detraction to cos trying to use it for research?
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  August 06, 2008 at 01:10 AmberCadabra focus groups are often very ..uh...focused. in structure. specific questions, etc.
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  August 06, 2008 at 01:11 AmberCadabra online, the community is asking AND answering
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  August 06, 2008 at 01:11 frankmartin says Now we see Starbucks andDell using the web to collect qualitative info about the customer experience
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  August 06, 2008 at 01:10 frankmartin says ambercadabra - both
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  August 06, 2008 at 01:10 AmberCadabra I would think the web presents questions to companies that they never thought to ask or address
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  August 06, 2008 at 01:12 frankmartin says it's unstructured, which allows more freedom and less constraint for participants
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  August 06, 2008 at 01:12 shepherd thinks the web makes it easier to poll mass wide spread opinions, but perhaps at some lost of focus.
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  August 06, 2008 at 01:12 DebInDenver asks what is the definition of "learned influence"?
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  August 06, 2008 at 01:12 frankmartin says amber - the beautiful thing is tha you ask the question, and it goes where it well, with no time constraint
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  August 06, 2008 at 01:12 shepherd is switching to mobile view for a better threaded follow.
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  August 06, 2008 at 01:13 AmberCadabra so frank, doesn't that make it hard to determine where and when you have the "answer" (if that's even possible?)
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  August 06, 2008 at 01:14 DebInDenver asks when you ask those kinds of questions online, is self-selecting respondents a concern, or a benefit?
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  August 06, 2008 at 01:13 frankmartin says deb - marketing research is about helping people make informed decisions with respect t marketing and making goods and services
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  August 06, 2008 at 01:14 frankmartin says we learn what motivates buyers and prospects, and use that in marketing
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  August 06, 2008 at 01:15 DebInDenver asks I see.
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  August 06, 2008 at 01:16 frankmartin says amber - ah, the answer! Afraid bells don't ring when it comes!
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  August 06, 2008 at 01:16 AmberCadabra Right! So it's more of an educated guess?
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  August 06, 2008 at 01:16 AmberCadabra Frank what do you think the advantage is of a trad focus group vs. using the web?
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  August 06, 2008 at 01:17 frankmartin says in quant self selecting is a no no - in Qual - it's not that inportant to prevent in qualitative such as this
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  August 06, 2008 at 01:16 Teeg wonders if it ends up looking a lot like our Plurkshop threads. The answer is there, along with several other answers.
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  August 06, 2008 at 01:17 frankmartin says amber - trad = focus andclients viewing and participating in a short time frame
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  August 06, 2008 at 01:16 DebInDenver asks because your respondents are the people you are looking for anyway. The web makes it easier to find them.
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  August 06, 2008 at 01:17 frankmartin says web = less control, more free reign and longer time frame and cheaper
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  August 06, 2008 at 01:18 AmberCadabra Frank - for those of us who aren't trad. marketing trained, can you define "qual" and "quant"?
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  August 06, 2008 at 01:17 frankmartin says both have applications
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  August 06, 2008 at 01:18 shepherd wonder how you balance the opinion of one focus group versus others to find "learned influence"?
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  August 06, 2008 at 01:19 frankmartin says Quant - projectable to a population of respondents. Obama leads McCain 55-45
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  August 06, 2008 at 01:19 frankmartin says Qualitaive = deep. Voters don't rust McCain because his wife looks like she has had plastic surgery
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  August 06, 2008 at 01:20 frankmartin says trust
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  August 06, 2008 at 01:19 AmberCadabra LMAO nice example
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  August 06, 2008 at 01:20 frankmartin says most of the time - more than one group is done shepherd
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  August 06, 2008 at 01:20 frankmartin says And most of the time, focus groups are blended with other research and field interviews in an attempt to get closer to truth
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  August 06, 2008 at 01:22 frankmartin says deb - sometimes the web makes it easier to find them - there are many who still are not connected
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  August 06, 2008 at 01:21 frankmartin says and those who are not lookalike demographically
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  August 06, 2008 at 01:23 DebInDenver says Frank can you give us an example of an FG that is blended with other research and field interviews?
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  August 06, 2008 at 01:23 AmberCadabra Frank, can you offer an example of how you've successfully used the web as a focus group?
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  August 06, 2008 at 01:23 frankmartin says teeg exactly - Plurk is a terrific way of testing thoughts and ideas with people who have a little moreexpertise than your average bear!
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  August 06, 2008 at 01:23 AmberCadabra LOL ok Deb first
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  August 06, 2008 at 01:23 DebInDenver says that makes sense on finding respondents. A lot depends on what demographic you are looking for.
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  August 06, 2008 at 01:24 DebInDenver says is it just me, or is the thread moving really slow tonight?
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  August 06, 2008 at 01:23 frankmartin says Examples: new product. Web was used to collect opinions about options that are currently available in a product line
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  August 06, 2008 at 01:25 shepherd asks are blind study focus groups best for research on opinions, or do participants know fully why they are there?
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  August 06, 2008 at 01:25 frankmartin says Those opinions were used to recruit participants for focus groups to discuss the new product
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  August 06, 2008 at 01:26 frankmartin says shepherd depends on the application - blind is useful when the knowledge of who the client is can affect the response
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  August 06, 2008 at 01:26 frankmartin says Hi I'm from Coke what's your fav soft drink?
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  August 06, 2008 at 01:27 frankmartin says sigh - it is slow...
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  August 06, 2008 at 01:26 Teeg is mostly listening and learning Deb...plus, Plurk seems to be loading slow tonight, or mine does at least.
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  August 06, 2008 at 01:28 frankmartin says amber - we have used web groups to recruit participants who do not live in the same area, but who share interest or expertise
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  August 06, 2008 at 01:28 frankmartin says we then pick their brians online about everything from usage to advertising
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  August 06, 2008 at 01:28 frankmartin says brains!
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  August 06, 2008 at 01:29 Teeg wonders if the number of people willing to participate in offline focus groups has dropped as online ones have increased?
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  August 06, 2008 at 01:29 frankmartin says no - it's increased, as more people understand what they are
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  August 06, 2008 at 01:30 frankmartin says plus - recruiting is easier now that we have email addresses!
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  August 06, 2008 at 01:29 AmberCadabra i have a co here that is always calling me since i participated in one
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  August 06, 2008 at 01:31 AmberCadabra and they email me a lot too
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  August 06, 2008 at 01:30 shepherd thinks part of the slowness is the nonlinear interplay of responses. In conversation, threads can overlap & body language creates subthreads
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  August 06, 2008 at 01:30 AmberCadabra I admit to being a focus group skeptic -they always seem so contrived to me but i suppose they must work
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  August 06, 2008 at 01:31 frankmartin says Chicago has about 50 facilities!
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  August 06, 2008 at 01:32 shepherd notes that the last comment is in regard to Plurk threads as a conversation or forum as opposed to live conversation in a room.
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  August 06, 2008 at 01:32 frankmartin says amber - I've sensed yourskepticism - not surprised.But you would be FANTASTIC as a moderator- because you are curious.
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  August 06, 2008 at 01:32 AmberCadabra shepherd i do think plurk is a little hitchy tonight too
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  August 06, 2008 at 01:32 AmberCadabra curious I is. But much is because I came by marketing by accident, not thru formal edu/training
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  August 06, 2008 at 01:32 frankmartin says Sometimes focus groups are done of the wrong reasons
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  August 06, 2008 at 01:33 AmberCadabra So many of the trad techniques are unfamiliar to me
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  August 06, 2008 at 01:32 frankmartin says And sometimes the moderator sucks
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  August 06, 2008 at 01:33 AmberCadabra Yeah the last moderator I had sucked. I think you have to be able to vamp a bit and see where the convo goes
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  August 06, 2008 at 01:34 frankmartin says the best marketers came to it from somewhere else itseems - but they share thetrait of nearly indefatigable curiosity
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  August 06, 2008 at 01:33 AmberCadabra whoa $5 word LOL
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  August 06, 2008 at 01:34 frankmartin says maybe - depends on the group chemistry, how well the group was recruited and the outline
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  August 06, 2008 at 01:34 shepherd wonders if influencers are sometimes planted into focus groups as participants?
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  August 06, 2008 at 01:35 DebInDenver says I am with Frank, Amber would be a great moderator!
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  August 06, 2008 at 01:35 DebInDenver says I would have to sit behind the mirror!
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  August 06, 2008 at 01:35 AmberCadabra Frank do you directly attribute particular marketing successes to the use of focus groups?
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  August 06, 2008 at 01:36 frankmartin says shepherd - "planted" by whom?
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  August 06, 2008 at 01:35 AmberCadabra dang maybe I missed my calling, huh?
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  August 06, 2008 at 01:35 frankmartin says amber - all day long
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  August 06, 2008 at 01:37 frankmartin says deb - I think you'd be good too - but diff from Amber
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  August 06, 2008 at 01:38 shepherd says planted by the focus group client. Guess I'm skeptical as well
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  August 06, 2008 at 01:38 frankmartin says I have seen clients leave with tears in their eyes because they were happy, and crushed
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  August 06, 2008 at 01:37 frankmartin says shepherd - there is no reason the client would do that - their purpose is to learn WHAT will make it successful
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  August 06, 2008 at 01:39 AmberCadabra Crushed b/c they learned something that was contrary to what they hoped, you mean?
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  August 06, 2008 at 01:39 frankmartin says yes - because they had invested a lot of dreams and money only to find out the idea was not a good one
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  August 06, 2008 at 01:40 Connie Bet you are called upon to do some hand holding when the client learns some things they didn't really want to know.
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  August 06, 2008 at 01:40 Teeg could see you doing one, Deb. I think Amber's would ask more questions but yours would be intense and focused.
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  August 06, 2008 at 01:40 Connie So at what stage should the company do a focus group?
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  August 06, 2008 at 01:39 shepherd is thinking in terms of political focus groups to sway opinions.
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  August 06, 2008 at 01:41 Connie A start-up, I mean.
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  August 06, 2008 at 01:40 AmberCadabra ouchie. isn't that a case for doing the focus group first, at the initial stages of the idea?
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  August 06, 2008 at 01:41 AmberCadabra is on Connie's wavelength
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  August 06, 2008 at 01:42 frankmartin connie all the time - but most of the time it is a continuing process anyway
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  August 06, 2008 at 01:42 AmberCadabra Deb I too think you'd be a great moderator.
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  August 06, 2008 at 01:41 frankmartin connie - not to be oblique - but at any stage where they sense they could make better decisions if they knew more about a particular market
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  August 06, 2008 at 01:43 frankmartin yeah - but most of the time clients do a lot of work to get to that point
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  August 06, 2008 at 01:44 Connie I'm thinking like when they're choosing a name? Finding out who would use their product/service therefore how to market it?
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  August 06, 2008 at 01:43 AmberCadabra frank, can you give some examples of those moments where a focus group has proved invaluable?
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  August 06, 2008 at 01:44 Connie Or if there is a big enough market?
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  August 06, 2008 at 01:44 AmberCadabra moments meaning those junctions or stages
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  August 06, 2008 at 01:43 frankmartin shepherd - political groups are used not to "sway", but to learn what arguments, or talking points resonate
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  August 06, 2008 at 01:44 frankmartin with targeted groups
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  August 06, 2008 at 01:45 frankmartin connie - interestingly enough, that's not the best application. I never do groups to "test" creative, but to generate food for creative
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  August 06, 2008 at 01:46 frankmartin thought
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  August 06, 2008 at 01:47 shepherd often sees "startup" weekends where people come together as a self generated focus group to come to consensus on a business strategy.
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  August 06, 2008 at 01:47 frankmartin examples: at the beginning of a process when clients are "optimizing" a produc
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  August 06, 2008 at 01:47 frankmartin when they are trying to find out the vocabulary people use in different situations, to describe frustration
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  August 06, 2008 at 01:47 frankmartin or to create empathy
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  August 06, 2008 at 01:47 frankmartin all of which can be used for creative stimulation
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  August 06, 2008 at 01:48 AmberCadabra oh the vocab piece is super interesting
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  August 06, 2008 at 01:48 AmberCadabra like a really really expensive thesaurus?? (i kid)
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  August 06, 2008 at 01:49 Teeg asks how do you use a focus group to describe frustration?
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  August 06, 2008 at 01:49 AmberCadabra frank can focus groups work for companies of any size?
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  August 06, 2008 at 01:49 frankmartin shepherd - the best focus groups will never generate "consensus", but generate **insight**
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  August 06, 2008 at 01:48 Connie okay, I'm understanding it more as research now. (duh) Intelligence gathering rather than testing.
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  August 06, 2008 at 01:49 frankmartin yes - focus groups do not test. Test markets test
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  August 06, 2008 at 01:49 AmberCadabra connie not duh, i'm right there with you!
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  August 06, 2008 at 01:50 frankmartin Focus groups put the product in the best position to succeed
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  August 06, 2008 at 01:49 Teeg is too, connie and amber
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  August 06, 2008 at 01:49 frankmartin all the time Amber
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  August 06, 2008 at 01:51 frankmartin I do groups all the time for small companies who are making big decisions
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  August 06, 2008 at 01:51 frankmartin thesaurus? More like a foreign language dictionary
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  August 06, 2008 at 01:52 AmberCadabra and are you the one that suggests that a focus group is the right mechanism, or do they already know that?
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  August 06, 2008 at 01:53 shepherd thinks he has a much clearer idea of the process.
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  August 06, 2008 at 01:53 Connie We had a client who came to social media late in their startup process, after spending many thousands on tradtl PR and advertising.
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  August 06, 2008 at 01:52 DebInDenver says I once learned so much from a political focus group that it not only shaped our messaging, but gave us enough food to go back and re-do
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  August 06, 2008 at 01:54 DebInDenver says our program.
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  August 06, 2008 at 01:53 Connie Bottom line is that they just did not have a big enough market for their service yet - they were too early.
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  August 06, 2008 at 01:54 Connie A focus group might have helped them determine that earlier.
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  August 06, 2008 at 01:53 frankmartin says Most of the time now, clients call me when they want to do groups - but they also call when they are in a quandary
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  August 06, 2008 at 01:55 frankmartin says connie - so true
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  August 06, 2008 at 01:56 frankmartin says people are getting counsel from traditional agencies, and guess what tehy recommend?
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  August 06, 2008 at 01:55 DebInDenver says I think some orgs I have worked with didn't want to use the FG to learn from, but really just to reinforce what they already knew and that
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  August 06, 2008 at 01:55 DebInDenver says limited, or eliminated the benefit they could have gotten.
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  August 06, 2008 at 01:57 AmberCadabra Deb that's EXACTLY what I've experienced and probably why I've been so skeptical
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  August 06, 2008 at 01:57 frankmartin says deb that happens all the time! I've been called in to do groups to "prove the boss wring!"
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  August 06, 2008 at 01:57 Teeg is going to sound like a total newb, but how do you run a focus group? The only ones I've had experience with were from psych class in college
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  August 06, 2008 at 01:57 frankmartin says WRONG
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  August 06, 2008 at 01:56 frankmartin says please excuse my t yping!!!
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  August 06, 2008 at 01:58 frankmartin says deb and amber that's the moderator's fault
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  August 06, 2008 at 01:58 frankmartin says the moderator either knew better and did the groups anyway, or they should have known better
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  August 06, 2008 at 01:59 AmberCadabra who hires the moderator?
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  August 06, 2008 at 01:58 Connie You mean the moderator is directing the conversation too much -- like a trial attorney asking leading questions?
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  August 06, 2008 at 02:00 frankmartin says teeg - check out my blog for more than you would ever want to know about how to run focus groups
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  August 06, 2008 at 01:58 Connie Oh, you mean the decision to do the FG at all. gotcha
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  August 06, 2008 at 02:00 frankmartin says frankconradmartin.typepad.com
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  August 06, 2008 at 01:59 Teeg will do that
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  August 06, 2008 at 01:59 AmberCadabra LOL Frank I've learned a ton from your blog
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  August 06, 2008 at 02:00 frankmartin says the best moderators do all of their talking to the clients before the groups!
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  August 06, 2008 at 02:01 frankmartin says Clients hire the moderator - but that can be everone from the Junior assistant fledgling to the CEO
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  August 06, 2008 at 02:03 AmberCadabra is it usually someone from the company itself?
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  August 06, 2008 at 02:03 frankmartin says yes, Amber
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  August 06, 2008 at 02:03 frankmartin although I'll frequently get referrals from the Agency
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  August 06, 2008 at 02:05 Connie How expensive is a FG? Cost of moderator plus what - venue? do you pay participants?
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  August 06, 2008 at 02:05 gwensutton says read and learn. thank you
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  August 06, 2008 at 02:06 frankmartin Focus groups cost $5000 - $7500 - depending on 1) what you pay participants, and 2) how much it costs to recruit them
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  August 06, 2008 at 02:07 frankmartin surgeons cost more than college students, for example
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  August 06, 2008 at 02:07 frankmartin Mods breaking into the biz cost less, but that's why a lot of people have a bad experience with groups
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  August 06, 2008 at 02:06 DebInDenver says you guys, I have to go! I am sorry!! Thanks so much Frank. I learned a ton!
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  August 06, 2008 at 02:08 AmberCadabra I got paid a whoppin' $100 for the one I did for cars.com WOOT
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  August 06, 2008 at 02:08 Connie Thanks for ballpark figure. helps me know whether to suggest it to a client.
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  August 06, 2008 at 02:08 AmberCadabra tho I don't think they wanted me to know it was them LOL
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  August 06, 2008 at 02:08 frankmartin Happy to debindenver!
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  August 06, 2008 at 02:08 Connie Understand that about experienced moderators -- you get what you pay for, literally, in the value of information gained.
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  August 06, 2008 at 02:09 frankmartin that's a good fee Amber! We pay consumers about $85, depending on the market
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  August 06, 2008 at 02:09 Teeg says See you later, Deb!
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  August 06, 2008 at 02:09 Connie Amber raises a good question. How often do the participants know what company they are doing a FG for?
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  August 06, 2008 at 02:09 frankmartin So true - frequently the biggest thing moderators can do is keep clients from losing focus
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  August 06, 2008 at 02:09 frankmartin The young moderators don't like doing that
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  August 06, 2008 at 02:09 frankmartin They know about 25% of the time, can guess about 50% and are clueless 25%
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  August 06, 2008 at 02:11 AmberCadabra In the one I did, it was so obvious b/c of the questions they kept coming back to
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  August 06, 2008 at 02:12 shepherd learned a lot from this Plurkshop. Very interesting. Thanks for the insight.
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  August 06, 2008 at 02:12 frankmartin yeah - there probably was no downside to letting you figure it out
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  August 06, 2008 at 02:12 Teeg wonders should you only have 1 question that you're hoping for an answer to, or are 2 related questions okay?
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  August 06, 2008 at 02:12 frankmartin Thanks for coming shepherd!
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  August 06, 2008 at 02:13 Connie Frank, this has been very informative. You can tell I knew next to nothing. Thanks for spending the time with us.
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  August 06, 2008 at 02:12 Teeg says See you later, shepherd
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  August 06, 2008 at 02:12 frankmartin Teeg - more than one are ok - but I do ask clients to set priorities
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  August 06, 2008 at 02:14 frankmartin connie - you've helped me a million times sweetie - this was nothing. Always good to chat with you!
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  August 06, 2008 at 02:15 shepherd says good night all! Enjoyed it.
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  August 06, 2008 at 02:14 AmberCadabra Frank this has really been enlightening!! Are you going to write a recap, by chance??
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  August 06, 2008 at 02:16 Teeg says Thank you for leading this, Frank. I've read your blog for a while, but missed the articles on Focus groups. Learned a lot tonight.
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  August 06, 2008 at 02:15 Teeg says missed the pages on focus groups rather
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  August 06, 2008 at 02:15 frankmartin AmberCadabra - yes, I'll blog it tomorrow!
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  August 06, 2008 at 02:17 frankmartin And thanks for coming to AmberCadabra and teeg!
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  August 06, 2008 at 02:17 frankmartin asks anything else? If not Plurkshop over!
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  August 06, 2008 at 02:18 AmberCadabra LOL my brain is full I think
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  August 06, 2008 at 02:20 Teeg says Lots to think about. Great Plurkshop Frank!