If you want to find out what people think about your product or service and access in-depth information that enables you to make smart decisions about your business, a focus group is a great tool.
But deciding to go ahead with a focus group is just the beginning. In fact, to ensure that your focus group is a success and that you can unlock the insights you need, there are a lot of things to take into consideration.
First and foremost, you’ll need to decide where to host your focus group. You might think it doesn’t really matter where you choose to get your participants together, but the right environment can make a huge difference to the insights you uncover, whilst also ensuring that your focus group is efficient and cost-effective. So where should you begin?
4 things to consider when choosing a venue to host your focus group
1. Make sure it's relaxed and comfortable
Firstly, when hosting a focus group, you’ll need to make sure the venue is private, quiet, and free from distractions. It should also be a place that feels comfortable so that your participants feel at ease.
This could be a room in the local pub, a conference room in a hotel or even a meeting room at a local venue. Remember, you are trying to create a relaxed and natural situation, so don’t create any barriers that might stand in the way of getting what you need from your focus group.
It’s also important to always bear in mind what effect your chosen location might have on the responses you get from your participants in terms of both your audience and the topic you are researching.
For example, if you’re researching the topic of fast food, you might find that surrounding them with posters focused on health and fitness gurus may skew their answers. Likewise, if you are conducting research with children, you will need to ensure your chosen location is appropriate for children and not intimidating – think cosy cushions and comfortable bean bags rather than a boardroom set up!
2. Think about the logistics
Other considerations for the perfect venue include: is it the right size for a group discussion? Can they all see each other easily? Is it too warm or too cool? Is it free from traffic noise or music? Is it the appropriate size for the number of participants you’re expecting?
You also need to consider the amount of time you will need your location for. We always recommend booking your chosen room for an extra hour before and after the allotted focus group time so you can arrange the furniture, pack away anything you don’t need and set up things you do need such as flip charts, projectors, refreshments and recording equipment.
Plus, if you’re planning to record your focus group, make sure you check the recording equipment beforehand too. Alternatively, if your clients want to view the session remotely, you’ll need to check whether or not the venue has the ability to set up live streaming.
By ensuring everything is ready once your participants arrive, it means they can jump straight in without needing to wait around.
3. Provide clear instructions
When hosting a focus group, you want to make it as easy as possible for your participants to take part in order to generate the best insights.
That’s why we recommend that you provide directions for the day to ensure they can easily find the location. We also suggest you include details about parking and transportation, as these questions are frequently asked.
If you have opted for a non-viewed facility, such as a hotel or community hall, it’s also worth considering getting a hostess to welcome your respondents, ensure they find the correct room, and take care of any paperwork or consent forms.
And lastly, don’t forget to put a nice clear sign on the door - after all, you don’t want your participants getting lost and wandering off before they’ve even arrived!
4. Always choose somewhere accessible
Diversity and inclusion in market research is more important than ever before, so when hosting a focus group it’s super important to ensure your chosen venue is accessible, comfortable, and convenient to make sure your research is as inclusive as possible.
As shared in the MRS Diversity & Inclusion Best Practice Guides, for example, if your participants have mobility impairments, it’s important to choose a venue with onsite parking, on the ground floor, with ramps, lift access, and a disabled bathroom.
Alternatively, if your participants have a neurological impairment, they might have sensitivities to certain sensations. In which case, you’ll need to ensure your chosen location is quiet with gentle lighting.
Other ways to ensure your chosen venue is as accessible as possible is by choosing a location where guide dogs can attend, or ensure you choose a location with enough space for carers to attend too.
The benefits of a focus group facility
If you want to take things up a notch, there are lots of viewing facilities out there – and using one can be highly effective.
A modern, state-of-the-art focus group facility has many advantages for hosting a focus group. For starters, it gives participants a neutral place to relax and concentrate on what you’re asking them, and you can also book a room that’s exactly the right size for your group. Not only that, but you’ll also receive invaluable support from the facility’s professional team, leaving you to focus on getting the insights you need.
If you do decide to utilise a facility, always check exactly what your package includes. You should have access to a client observation room where you can watch respondents through a one-way mirror – after all, there’s nothing like hearing what people think about your company live and up close! Additionally, make sure you have audio, visual and other technical support too.
We’d recommend asking what the recording options are and what format you can take the recordings in - and you should also enquire about back-ups in case anything goes wrong. Other things to consider are whether or not the room has air conditioning, if there is free Wi-Fi and if refreshments are included.
And of course, there’s one last vital consideration: always consider the cost of using a focus group facility. Will the information you get out of your focus group make it worth the expense? If the answer is yes, you’re onto something. Just make sure you set your focus group up in the best place possible to ensure you get the results you really need.
Not sure where to hold your focus group? Both AQR and MRS have a thorough list of viewing facilities you can peruse.
Need further advice on where to host your focus group?
If you’re looking for more information on how to improve your focus groups, why not download our guide to getting the most out of your focus group here. From advice on incentives to how to get the numbers right, it’s full of top tips and handy hints.
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