Focus Group research requires ten basic steps:

1. Schedule a date and time for the focus group that will not interfere with holidays and events that are important to target public members.
2. Select participants from different segments of the target public in order to see if those with different characteristics provide varied information.
3. Arrange for payments, gifts, and/or refreshments for participants.
4. Invite participants and keep track of responses.
5. Arrange for a moderator and develop a moderator guide.
6. Prepare other focus group materials such as sample pages from proposed publications.
7. Hold the focus group preferably behind two-way mirrors so you and other managers can observe.
8. Videotape and/or take notes on the focus group.
9. Write a report to management noting the date that each group met, the publics represented, the number of participants, and a summary of findings.
10. Implement findings.

Conducting focus groups requires a team effort because multiple roles have to be played. The Focus Group Grading Sheet lists these roles and the requirements of the assignment. It also simplifies grading.

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