Many businesses utilize focus groups to gain insight into individual’s attitudes and opinions towards a product, advertising campaign or even promotional material of a product. The perceptiveness gathered from these sessions can be priceless to a market research company or companies conducting their own research.

Usually a group of people is brought together with a moderator. These individuals are typically  found through newspapers, online or through radio advertising .

The moderator will have a set of questions to ask the individuals. The focus group participants will then answer the questions. The nice thing about an interactive group answering the questions is that when participants hear what other participants are saying it may release memories of their own past experiences and stimulate thought processes.

A crucial aspect of conducting focus group exploration is to have the focus group sessions transcribed. Having a written transcript of the session is essential in analyzing the information. There are countless transcription services out there, but finding a company that specializes in focus group transcription services is crucial.

Tips for Conducting Focus Groups

When you are able, provide identification of some sort of the participants to the transcription service for them to use in the process of creating the transcripts.

Think about the setting in which you will be doing your focus group interviews. It should be soundless, without outside distractions such as cars and trucks, ringing telephones, et cetera. Air conditioners and heaters can also make annoying background noises which can make it harder for the transcriptionist to hear what is being said. You also want the setting for your focus group to be comfortable for your participants. There are many accomodations around the country that are set up specifically for conducting focus groups. Of course, you don’t need to utilize one of these facilities to have a successful session. They just make it simpler.

During the Session

Focus group sessions have three main parts.

The beginning is the opening when you will welcome the participants and explain the reason for the focus group. This would also be a good time to have each participant identify themselves.

The next section of the session is obviously the longest and the meatiest section  – your questions and the participants’ answers. During this part of the session it’s  crucial to keep the discussion on topic. Gently steer the conversation back to the topic when you notice it starting to meandor. Watch the time. You want to be sure you get to all the points you want to discuss while still respecting your participants’ time. Finally, make sure everybody gets a chance to speak. There are always going to be more outspoken members of a group. Be heedful they do not overwhelm the quieter participants of the group.

Encourage participants to try not to speak over each other. Some talkover is inevitable, but try to minimize it as much as conceivable.

The third part of your focus group session is the ending portion. Ask the participants if there is anything they would like to add. Remind them that their names or any other personal information  won’t be used.  Finish up by thanking your participants for their time and opinions.

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Dr. Paul Lanthois

As I came back from the business meeting, my wife noticed the glazed and drained look upon my face. “How did the business meeting go?” she asked with a knowingly grin upon her face for she had seen that look on me before.

“No wonder the guy’s business is struggling.” I replied.
“Why is that?”
“What was meant to be a meeting on how to boost his business, ended up with him going on about how his wife has left him and how his business partner has left him. When I offered some suggestions and strategies to improve them, he would just come up with reasons why it wouldn’t work. It was as if he just wanted to complain and wasn’t open to any help.”

I’m sure you all know people like that or have had to endure such draining meetings like I did. The way they choose to manage stress may make them feel better but it is often at the expense of those around them.

But recent research is showing that such stress management methods are not only draining for other people but are also draining on their wallet. A study of the lives of 268 Harvard Sophomores for 70 years found that the way that you coped with stress had a definite impact on your income potential.

They assessed the participants’ ability to manage stress as either mature or immature. Displays of these skills were regarded as having mature stress management skills:

• Suppression (patience and stoicism)
• Altruism (doing unto others as you wish to be done for yourself)
• Anticipation (allowing painful emotions coming to mind before the actual event)

Immature stress management skills were shown to be:

• Externalising blame
• Complaining but not accepting help
• Acting out emotions (e.g. throwing a tantrum)

These immature ways of coping with stress often make the offending feel better at the time but often generate unhappy working environments and relationships. The research shows that ranting and raving doesn’t pay.

According to this 70 year study, people who were shown to have mature stress management skills earned 233% more the subjects shown to have immature stress management skills.

So if you ever notice yourself bitching about how the Global financial Crisis is to blame for your woes, you may want to go and look at the real cause in the mirror. You then may want to tell that person in the mirror that it is time to grow up.

This study puts paid to the old adage, “Nice guys finish last.” It shows that being pleasant to work with and associate with is one of the key ingredients to a successful career and business.

Article Source: http://www.bestmanagementarticles.com | http://leadership.bestmanagementarticles.com | About the Author: Dr. Lanthois is the director of the Work Life Balance Foundation (www.WorkLifeBalanceFoundation.com ) offering health, stress relief and work life balance programs designed specifically to boost morale and productivity in the workplace.