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DoÌýyou have aÌýproduct idea orÌýretail niche inÌýmind but are uncertain about its market potential? Are you hesitant toÌýlaunch due toÌýinsufficient validation ofÌýyour idea’s success?

IfÌýyou answered “yes” toÌýthese questions, you need toÌýtest your niche through focus groups.

AÌýfocus group isÌýaÌýsmall group ofÌýconsumers that reflects your intended target market. ByÌýpitching your idea toÌýthem andÌýanalyzing their responses, you can gauge theÌýviability ofÌýyour idea andÌýmake changes accordingly.

AsÌýwe’ll show you below, it’s both accessible andÌýaffordable toÌýput together aÌýfocus group toÌýtest your niche. You’ll learn how toÌýfind theÌýright people forÌýyour focusÌýgroup, what toÌýask them, andÌýhow toÌýanalyze their answers.

What isÌýaÌýFocus Group?

AÌýfocus group isÌýusually 7-10Ìýpeople who are unfamiliar with each other but fit into aÌýspecific demographic profile. AÌýmoderator, usually someone unaffiliated with theÌýbusiness, asks theÌýgroup aÌýseries ofÌýfocused questions andÌýrecords their responses.

Analyzing these responses gives theÌýbusiness insight into theÌýway theÌýgroup perceives theÌýidea orÌýproduct.

Primarily, focus groups give you qualitative insight into anÌýidea, product, person (such asÌýpoliticians) orÌýeven aÌýpiece ofÌýart.

The use cases are extensive. Businesses (especially inÌýtheÌýFMCG sector) frequently use them toÌýtest everything from packaging toÌýnew product categories. Movie studios use them toÌýtest early cuts ofÌýblockbuster movies. Even government organizations use focus groups toÌýassess their public-facing messaging, education initiatives, etc.

What focus groups CAN tell you:

• How aÌýhighly-specific demographic thinks orÌýfeels about aÌýproduct
• Why people feel theÌýway they feel about anÌýidea orÌýproduct
• How you can change aÌýproduct orÌýidea toÌýserve theÌýtarget market’s needs better
• How you can market theÌýproduct orÌýidea toÌýits intended audience.

What focus groups CAN’T tell you:

• How individuals would react toÌýyour product orÌýidea
• How individual preferences can change over time orÌýtheÌýproduct’s evolution
• Whether learnings from one group apply toÌýanother demographic

Although they have their flawsÌý— notably, groupthink andÌýmanagement issuesÌý— focus groups remain one ofÌýtheÌýbest sources ofÌýqualitative research forÌýanyÌýbusiness. Combined with in-depth one-on-one interviews, these groups can tell you aÌýlot about theÌýviability ofÌýyour niche idea.

InÌýtheÌýnext section, we’ll discuss how toÌýcreate your focus group.

Related: Need Help Figuring Out What toÌýSell Online?

How toÌýRun Focus Group Testing inÌý5ÌýSteps

Qualitative focus groups testing involves four steps:

1. Identifying your target audience before running aÌýfocus group research
2. Finding appropriate participants
3. Developing aÌýset ofÌýquestions
4. Conduct interview sessions
5. Analyzing group responses forÌýactionable insight.

Let’s look atÌýeach ofÌýthese steps inÌýmore detail below.

1.ÌýDecide onÌýwho isÌýyour focus group

Identifying your target audience before running aÌýfocus group isÌýcrucial forÌýgathering relevant insights.

Here are some steps toÌýhelp you identify your target audience:

1. Define your goals: Clearly outline what you want toÌýachieve with your focus group. This will help you determine theÌýcharacteristics ofÌýtheÌý±è²¹°ù³Ù¾±³¦¾±±è²¹²Ô³Ù²õ you need.
2. Analyze your product/service: Understand theÌýfeatures andÌýbenefits ofÌýyour product orÌýservice. Consider who would benefit most from it.
3. Conduct market research: Use existing data toÌýidentify potential customer segments. This can include demographic information, purchasing behavior, andÌýpsychographics.
4. Look atÌýyour current customers: Analyze your existing customer base toÌýidentify common characteristics andÌýtrends.
5. Use social media andÌýonline tools: Platforms like Facebook Insights orÌýGoogle Analytics can provide valuable data about your audience.
6. Consider competitors: Study your competitors’ audiences toÌýidentify potential segments you might have overlooked.

Your goal onÌýthis step isÌýtoÌýfigure out your target market. After thisÌýcreate aÌýrough sketch ofÌýyour target demographic. This will help you inÌýtheÌýnext step where you find andÌýrecruit your focus group audience.

2.ÌýFind participants forÌýtheÌýfocus group

The research you conducted onÌýtheÌýfirst step should give you aÌýgood idea ofÌýwho you should include inÌýyour focus group. AtÌýtheÌývery least, you should have theÌýfollowing information:

• Average age
• Location (rural, urban, city size, state, etc.)
• Household income andÌýeducation level.

You’ll use this when selecting candidates forÌýtheÌýfocus group. Limit your group size toÌý6-10Ìý±è²¹°ù³Ù¾±³¦¾±±è²¹²Ô³Ù²õ. More than that andÌýyou’ll struggle toÌýmaintain order. Anything lower than six impacts theÌýquality ofÌýdiscussion.

Places toÌýfind candidates forÌýfocus group testing

• Social media: Use platforms like Facebook, LinkedIn, orÌýInstagram toÌýreach out toÌýpotential participants. You can post inÌýrelevant groups orÌýuse targeted ads toÌýfind people who match your criteria.
• Email lists: IfÌýyou have anÌýexisting customer base, consider reaching out via email toÌýinvite them toÌýparticipate.
• Community boards andÌýforums: Post onÌýlocal community boards, online forums, orÌýplatforms like Reddit where your target audience might beÌýactive.
• Partnerships with organizations: Collaborate with organizations orÌýclubs that align with your target audience toÌýfind participants.
• Recruitment agencies: Consider hiring aÌýrecruitment agency that specializes inÌýfinding focus group participants.
• Incentives: Offer incentives such asÌýgift cards, discounts, orÌýcash toÌýencourage participation.

ToÌýscreen candidates, ask them toÌýfill out aÌýform (use Ìý´Ç°ù ) with their demographics andÌýinterest details. Only invite people who meet your requirements.

Websites toÌýfind candidates forÌýyour focus group research

• : AÌýplatform that connects businesses with users toÌýtest websites, apps, andÌýprototypes.
• : Offers access toÌýaÌýdiverse pool ofÌý±è²¹°ù³Ù¾±³¦¾±±è²¹²Ô³Ù²õ forÌývarious types ofÌýresearch, including focus groups.
• : Specializes inÌýrecruiting participants forÌýfocus groups andÌýother market research studies.
• : Provides access toÌýaÌýlarge panel ofÌýrespondents forÌýsurveys andÌýfocus groups.
• : AÌýplatform forÌýrecruiting participants forÌýacademic andÌýmarket research.

3.ÌýGet your questions ready

The next step isÌýtoÌýcreate aÌýlist ofÌýquestions forÌýtheÌýfocus group testing.

These questions should focus onÌýtheÌý±è²¹°ù³Ù¾±³¦¾±±è²¹²Ô³Ù²õ’ interest inÌýtheÌýidea, their opinions, concerns, likes, dislikes, etc.

Here are aÌýfew tips forÌýcreating your questions:

• µþ±ðÌý³¦±ô±ð²¹°ù: Every question should focus onÌýaÌýspecific issue andÌýshould solicit aÌýsingle answer. Participants should not doubt asÌýtoÌýwhat theÌýquestion asks ofÌýthem.
• µþ±ðÌýopen-ended: Your questions should focus onÌýaÌýspecific topic, yet encourage discussion. Think inÌýterms ofÌýbroad qualitiesÌý— benefits, flaws, things that can beÌýimproved, etc.Ìý— andÌýask questions related toÌýthem.
• Encourage discussion: Your primary goal isÌýtoÌýget people toÌýstart talking. The more diverse theÌýrange ofÌýopinions, theÌýbetter. InÌýcase theÌýconversation stalls, don’t ask additional questions toÌýsolicit responses.

You can even group your questions into separate categories, such as:

• Product-related: “What features doÌýyou like about theÌýproduct? What doÌýyou dislike?”
• Sales-related: “Would you buy this product? Would you recommend this product toÌýaÌýfriend? IfÌýyes, why? IfÌýno, why not?”
• Results-related: “What results orÌýbenefits doÌýyou expect from using this product? What side-effects orÌýinconveniences are you worried about?”
• Change-related: “How could this product beÌýimproved? What specific changes would convince you toÌýbuy it?”
• Pricing-related: “How much would you beÌýwilling toÌýpay forÌýthis product? What could convince you toÌýpay more?”

Ideally, you want aÌýminimum ofÌý10Ìýminutes forÌýeach question. The larger theÌýgroup, theÌýmore time you want toÌýreserve forÌýdiscussion.

Once you have your questions, get your participants toÌýjoin-in via video chat.

ItÌýgoes without saying that ifÌýyou can get participants toÌýmeet inÌýtheÌýsame room together, you can skip theÌýentire video chat process.

4.ÌýRun interviews

ByÌýposing theÌýright questions during focus group sessions, you can gather valuable insights into participants’ expectations, concerns, andÌýpreferences. However, this isÌýjust one aspect toÌýconsider.

ToÌýobtain honest andÌýreliable responses, it’s essential toÌýcreate aÌýcomfortable environment andÌýmaintain aÌýfriendly demeanor.

• Create aÌýcomfortable environment: Set upÌýaÌýwelcoming space, whether virtual orÌýphysical, where participants feel comfortable sharing their thoughts.
• Establish ground rules: AtÌýtheÌýbeginning ofÌýtheÌýsession, explain theÌýpurpose ofÌýtheÌýfocus group andÌýset ground rules, such asÌýrespecting others’ opinions andÌýmaintaining confidentiality.
• Encourage participation: Use techniques like direct questions, eye contact, andÌýpositive reinforcement toÌýencourage quieter participants toÌýshare their views.
• Stay neutral: Avoid leading questions orÌýshowing bias, toÌýensure genuine responses.
• Manage time: Keep track ofÌýtime toÌýensure all topics are covered without rushing participants.
• Record theÌýsession: With participants’ consent, record theÌýsession forÌýaccurate data analysis later.
• Follow up: After theÌýsession, thank participants andÌýprovide anyÌýpromised incentives. Consider sending aÌýsummary ofÌýtheÌýfindings ifÌýappropriate.

5.ÌýAnalyze andÌýimplement theÌýfeedback

The final step isÌýtoÌýanalyze andÌýimplement theÌýfeedback from theÌýdiscussion.

Start byÌýasking theÌýmoderator about his/her general feelings about theÌýfocus group. Did theÌýdiscussion goÌýasÌýplanned? Did everyone get toÌýparticipate orÌýdid one person dominate? Was there aÌýdiversity ofÌýopinion orÌýdid they fall into groupthink? What findings, ifÌýany, would theÌýmoderator draw from theÌýresponses?

Next, goÌýthrough theÌýdiscussion recording. You can analyze theÌýanswers inÌýtwo ways:

• Individual-focused: Gather every participant’s responses toÌýtheÌýquestions. Map these responses against theÌýparticipant’s demographic profile. Analyze how theÌýparticipant’s interests, biases, income, age, andÌýeducation impact his/her answers.
• Question-focused: Gather all theÌýanswers toÌýaÌýsingle question. Condense them into aÌýfew short takeaways. Analyze these against theÌýaverage profile ofÌýtheÌýwhole group. Compare them toÌýindividual responses. Does theÌýaverage opinion ofÌýtheÌýgroup clash with personal views? IfÌýyes, why?

It’s aÌýgood practice toÌýadopt both these approaches. You want anÌýunderstanding ofÌýwhat theÌýtarget market thinks asÌýaÌýgroup asÌýwell asÌýindividual customer responses.

Finally, draw aÌýfew takeaways from your analysis. List theÌýfollowing:

• Key benefits ofÌýtheÌýproduct
• Key flaws andÌýshortcomings
• Things that can beÌýimproved
• Things that should stay theÌýsame
• Resistance toÌýpricing
• Estimated market demand.

With this feedback, you can start implementing changes before launching your niche idea.

Conclusion

Launching aÌýnew product orÌýbusiness isÌýrarely straightforward. Market response isÌýoften unpredictable. While you can estimate demand through competitor sales andÌýresearch reports, nothing surpasses theÌýinsights gained from qualitative research.

Focus groups stand out asÌýone ofÌýtheÌýmost effective methods forÌýconducting this type ofÌýresearch. ByÌýengaging aÌýcarefully chosen group ofÌý±è²¹°ù³Ù¾±³¦¾±±è²¹²Ô³Ù²õ from your niche, you can obtain valuable insights into market demand, buying preferences, andÌýpotential challenges.

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This approach can help you save money before launching byÌýensuring your idea isÌývetted byÌýyour target market.

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