Example #1: A large movie studio has a huge, big-budget thriller ready to release into the theaters. They have a screening of the movie, with 400 people invited as a “focus group.” After the movie, the focus group is asked their opinion of the stars, the plot, the special effects, etc. Most of the focus group hates the ending. With a passion. So, the studio, having learned this, gathers the stars and crew together and shoots a completely different ending. They have a new screening, with 400 people, and the focus group loves the ending. The studio paid these people to watch the movie and give their opinion, and the studio believes they have a better movie after the two focus groups.
Example #2: A software company has designed a new database system. They invite 50 software engineers to their Boston office and pay them $150 for 3 hours of their time. They also supply a catered buffet with platters of pineapple, shrimp, prime rib-you name it. The fifty engineers are asked to test the software product in a computer room, and to answer long surveys about the product for two hours. They take a break and eat some of the incredible lunch, then meet for one more hour to have a group discussion about the pros and cons of the new database software.
Example #3: A baby products company designs a new baby backpack. They invite 100 mothers and fathers of babies 6-18 months to come to their testing center. Each participant is paid $75 plus given a goodie bag full of $50 worth of free baby products, all for two hours of their time. They must bring their baby. The mothers and fathers put their babies into the backpacks and walk around. The testers ask questions, measure how the backpacks fits on moms and dads of different heights and weights, notice if the babies’ legs and arms are pinched, etc. At the end of the two hours, the company has learned how it needs to “tweak” the design to make it more comfortable for babies and parents, and the parents made some nice money and got some great freebies!
Example #4: A famous frozen dinner company invites 40 kids, ages 6-12, to test their new line of frozen kid’s dinners. The kids, and their parents, go to a testing kitchen for 60 minutes. The kids are given the new Mexican meal, with a burrito, beans and rice, and cinnamon sticks. Some like it, some don’t-and the testers ask the kids lots and lots of questions about the taste of the meal, the colors they don’t like and do like, and so on. At the end of the hour, the kids are paid $30 and receive 10 coupons each for free frozen dinners from the main company.
Example #5: A famous online bookstore is testing a new auction site. They ask 200 people to go to a certain web site where those people will open new accounts, place fake bids, use their credit card-test the online software. The participants do everything over the Internet, so they’re at home, and they answer a 60 minute survey-online-about their experience. In the end, they spend 90 minutes and receive a $50 gift certificate for the bookstore.
THESE are examples of what focus groups are, how they work, and why they’re important.
There are three key components to a focus group:
1. Selecting the right people to gather opinions from.
2. Asking questions that are meaningful and will make the product or service better.
3. Making those changes that the focus group recommends.
YOUR job, in becoming a member of focus groups and getting paid for it, is two-fold: to get INTO the focus group, and to give GREAT advice that makes the company feel like you’re really contributing to their goal of making a better product.
