let's not demonize focus groups
DESCRIPTION
Nancy Frishberg advocates for rethinking focus groups to remove drawbacks of traditional focus groups, and engage participants and stakeholders with fun activities. http://www.fishbird.com/2013/03/11/lets-not-demonize-focus-groups/TRANSCRIPT
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Let’s not demonize Focus Groups
flickr.com/X2
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Focus Group=
6-12 peoplemoderator script
flickr.com/bmwguggenheimlab
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A lot of my colleagues don’t
like “focus groups”
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Opinionated person dominates
Introverts hide
11
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Everybody talks to moderator
and not with each other
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Moderator works from a prepared script
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Clients sit behind a mirror or on the
phone; no idea if they’re
engaged
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Let’s reconsider our
condemnation of focus groups
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Client requests focus group?
Explore the possibilities
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You can turn every drawback with fun activities
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ParticipantsDO first,
then TALK
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Moderator: guide, coach, facilitator
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Activities reduce
need for scripted
Q&A
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Client in the room, trained to observe