how to run a focus group

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FOCUS GROUPS

Caroline Greener

Marketing Manager

Audiences North East

2Seven Stories

The Centre for Children’s Books

Who we are and what we do

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AUDIENCE RESEARCH

• Quantitative– Visitor surveys– Box office data– Mapping and profiling

• Qualitative– Individual interviews– Creative consultation– Focus groups

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Focus Groups – what are they?

• Seven to nine people• Recruited according to

pre-determined criteria• Exchange experiences,

attitudes and beliefs abouta particular product categoryunder the guidance of a moderator

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The Moderator

• Directs conversation

• Explores and elaborates

• Observes

• Synthesises

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Pros and Cons

• Advantages of group discussions are:– Less intimidating than individual interview– Sparking off each other– Range of attitudes and behaviours

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Pros and Cons

• The disadvantages of a group discussion are:– Inhibition of frank exchange– The big freeze– The loud expert

• It’s up to the moderator to mitigate these!

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Components of a Focus Group

• Structure

• Content

• Process

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The Bowes Museum

• Part of series of five focus groups for the Museum which looked at under-represented groups

• Brief – to explore the barriers to attendance and test against existing marketing and promotion methods and all other aspects of the museum’s interpretation strategy

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Structure

• Target segment – young people aged 18 – 25 years living near to Barnard Castle, County Durham

• Recruited through WOM via the Museum’s marketing staff

• Eight participants, each received £20 fee and visitor pass

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Structure cont’d

• Location Witham Hall, Barnard Castle

• 7.30pm to 9.30pm

• Break half way through for refreshments

• AO lead the activities, CG typed up notes on laptop during session

• Detailed report with anonymous quotes and exec summary used in the museum’s HLF bid and to inform marketing strategy

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Content

• Leisure time

• Attitudes towards museums

• The Bowes Museum generally

• The Bowes Museum marketing and promotion methods

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Process

1. FORMING

(inclusion)

3. NORMING

(establishing norms)

4. PERFORMING

(co-operative, task

oriented activity)

2. STORMING

(power and control)

5. MOURNING

(finishing business

and returning to

everyday life)

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THE PAINFUL TRUTH

• Overall impression museums were boring and expensive

• Prepared to visit museums on holiday but not locally

• Average entry fee prepared to pay £3.50• Reasons for non-attendance - lack of

interest in exhibits, insufficient knowledge of what is exhibited and marketing not specifically targeted at their age group

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Thanks!

Caroline Greener

Marketing Manager

Audiences North East

0191 269 1102

caroline@audiencesnortheast.org.uk