Have you ever conducted a focus group for your small business? Focus groups are a great way to find out what customers—and potential customers—think about your business, your customer service, new products or services you’re considering launching. The list of questions you can ask is pretty much endless.
Technology has greatly expanded your options for doing focus groups. Here are three alternatives:
- Hold an in-person focus group. In this method, you bring a small group of people who fit your customer profile together to discuss questions about your business. Because this option requires someone to record the conversation, someone to lead it, and getting people physically to your location, it can be costly and inefficient.
- Hold a virtual focus group. You can use conference calling or video conferencing technology to hold a virtual focus group. Videoconferencing can make it a bit easier to identify who’s talking and for people to feel comfortable with each other. The benefits of the virtual alternative are many: It’s cheaper and faster than bringing people to your location, and enables you to bring in potential customers from around the country or even around the globe. Typically, videoconferencing or conference call technology is set up to record your interaction, so you don’t need someone to tape or take notes.
- Hold a focus group on social media. Go beyond the basics—like just asking poll questions on your Facebook Page—to dig a little deeper. Technology is available to help you create more in-depth surveys on social media. For instance, you can use SurveyMonkey to create a free survey you can embed into your business’s Facebook Page. Or you can use Napkin Labs’ Brainstorm app with Facebook to make it easier to engage with your focus group. When doing a social media focus group, choose the social network where your customers interact with you the most. And keep in mind that people probably don’t want to spend a ton of time on a social media focus group—so consider breaking it down into small parts. For example, you could ask your focus group five questions a day for a week, or one question a day for a month.
Whichever venue you choose for your focus group:
- Narrow your focus. Have a detailed list of questions drilling down into a specific topic, such as your online customer service, your in-store customer service or your product mix. Don’t try to cover every possible subject.
- Reward participants. Whether focus group members give up five hours of their day to come to an in-person session or five minutes a day to answer social media questions, they deserve some reward for participating. This could range from money to coupons, discounts or free products. If you’re on a really tight budget and can’t reward everyone, draw one person’s name to win a prize.
- Act on what you learn. Let participants—and all your customers—know what changes you’re making as a result of their input. It will make them feel that your business truly listens and cares about their opinions.