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How to conduct a 360 view of you target group

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Focus Groups: How to Develop a 360* View of Your Target Audience Council of Community Clinics: Project SMART February 2008 Salt Lake City, Utah
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Centers for Disease Control and Prevention to provide capacity building assistance to health departments and community based organizations. focus area 3
[object Object]
you are here
a focus group is NOT… ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
advantages ,[object Object],[object Object],[object Object],[object Object],[object Object]
limitations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],in-depth interviews can be more appropriate
[object Object],[object Object],[object Object],[object Object],[object Object]
so…why is the truth so elusive?
Don’t confuse confirmation with consistency.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Beyond Listening: Learning the Secret Language of Focus Groups (Bonnie Goebert) ,[object Object],[object Object],[object Object],[object Object]
every moderator has a… ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],But, do not rely on them word for word; use them as a guideline.
[object Object],[object Object]
questions to ask first ,[object Object],[object Object],[object Object]
informality ,[object Object],[object Object],[object Object],[object Object]
consider the status of your participants
[object Object],[object Object],[object Object],As long as… the moderator does not trivialize matters
[object Object],[object Object],[object Object],[object Object],Participation is a RISK.
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Encourage divergent thinking and thoughts within the group.
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
asking the right questions in the right way ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
avoid closed ended ?s ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Why?
Makes people shut down…Presumably, because when you don’t say it again you are implying, that’s bad. that’s good…
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
non verbal behavior ,[object Object],[object Object]
[object Object],choice in vocabulary comfort expressing self sudden inarticulateness speed of speaking emotional level degree of energy
projective techniques ,[object Object],[object Object],[object Object]
paralinguistic ,[object Object],[object Object],[object Object]
Non-leading
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Speaking as a average consumer, I’d have to say that your demographic niche is very well targeted!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Focus Group Presentation

  • 1. Focus Groups: How to Develop a 360* View of Your Target Audience Council of Community Clinics: Project SMART February 2008 Salt Lake City, Utah
  • 2.
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  • 8.
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  • 11.
  • 12. so…why is the truth so elusive?
  • 13. Don’t confuse confirmation with consistency.
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  • 18.
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  • 20.
  • 21.
  • 22. consider the status of your participants
  • 23.
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  • 28. Encourage divergent thinking and thoughts within the group.
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  • 37. Makes people shut down…Presumably, because when you don’t say it again you are implying, that’s bad. that’s good…
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  • 50.
  • 51. Speaking as a average consumer, I’d have to say that your demographic niche is very well targeted!
  • 52.