·
Identify a problem or
opportunity that may be facing that product or service.
·
Identify a primary target
audience for that product or service in terms that relate to the audience’s
demographics, needs, or preferences as those relate to the product or service,
and behaviors related to the category of or the specific product or service.
The better you define them, the better the screener will be at recruiting the
right people for the focus group.
·
Develop one overarching goal
for the research.
·
Develop a discussion
guide/script or exercises that will elicit the information needed to address
your informational goal. Questions should be open-ended to encourage dialogue
among the focus group participants.
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