We are often asked “where is the best place to hold Focus Groups?” This is actually quite straightforward. Here are some tips.
- Brand image: As the identity of the client or business under study may be announced it is important that the location used is somewhere which reflects the status of the brand.
- Easy access: This means that a location should be chosen with good public transport links and with nearby parking.
- The basics: The room should be big enough to accommodate your respondents and you sitting comfortably in a circle with some additional sits for observers ‘at the back’, have some natural light, be at a comfortable temperature for up to 15 people (not have a noisy air conditioning or heating unit to disrupt the voice recording) , be totally quiet and closed off from any people wandering in or past, and tea/coffee/water (but not alcohol) should be available. Having a separate area to meet and greet the respondents so they can gather until all our present is really helpful.
- Beware cheap alternatives: Be aware that the brand owner’s own premises may not be ideal, for instance with shopping centre research attendees are less likely to be critical of their experience if groups take place actually in the centre’s management suite.
- Rented rooms: Most branded hotel chains offer more than adequate facilities for the purposes of holding Focus Groups. Again the savings to be made in ‘no cost’ alternatives are usually false savings if the facilities are inappropriate (see point 3) since the cost of the venue tends to be less than 10% of the total project cost.
- Filming: One final point, if clients wish the groups to be filmed they should ideally be held in bespoke studios which are available around the country. These locations are usually fitted with two-way mirrors and an observation room. If a viewing facility is not available filming can be arranged through a freelance professional service.
