Prior to selection of focus group participants, each business owner should provide a narrative identifying their target market and desired objective they hope to achieve from the focus group. The narrative should include:
- Your target customer profile (demographic and psychographic information);
- The topic of the focus groups (e.g. marketing collateral, brand perception, web review, platform UX, campaign effectiveness, or social media presence); and
- How a focus group would be helpful.
- Business owners go through a quick virtual orientation with the focus group facilitator to manage expectations, and gather insights from businesses for participant recruitment and focus group goals/objectives to be sure this resource fits your current business needs.