Organization and management of focus groups (Focus Groups)

Logistics: selection of participants, incentives and environment

Focus groups represent one of the most costly and complex qualitative research methodologies due to the logistics involved.

Bringing together a group of four to twelve people in the same space requires precise coordination and often significant financial incentives to ensure attendance and quality engagement.

To ensure effectiveness, participants should share common characteristics (homogeneity) that facilitate openness and fluid discussion, such as belonging to the same photography club rather than mixing incompatible profiles.

In addition, it is crucial to confirm attendance multiple times before the event and consider paying for transportation to minimize absenteeism.

Key roles: facilitator and observer/notetaker

Successful execution of a session requires defining clear roles. The facilitator is in charge of guiding the conversation, formulating questions and creating a warm atmosphere that breaks the initial ice. His or her function is not only to ask questions, but also to manage the energy of the group.

At the same time, it is essential to have a recording system, either through audio/video recording or the presence of a person dedicated exclusively to taking notes.

This is because subsequent analysis requires reviewing details and nuances that are lost in the moment.

Large companies usually hire specialized agencies that provide facilities and professional moderators, although this raises costs considerably.

Question dynamics: from the general to the specific

The structure of the session should flow logically to maximize the depth of the answers.

Start with simple, engaging questions to get participants to relax.

Then, open-ended probing questions are introduced, designed to elicit discussion rather than monosyllabic yes or no answers.

For example, instead of asking if they like a service, they are invited to describe what attracts them most about it, which may reveal unexpected "insights" about the competition or features not considered.

The moderator should manage time rigorously, limiting dominant participants and encouraging more reserved ones t