How to put a focus group together to test your idea
A focus group is when you find people who are similar to your potential target customers and ask them questions. You can run one yourself and if you've got enough charm it doesn't cost anything. Here's how...
1: Work out where you can find people similar to your target customer to recruit. They shouldn't be your friends. Think members of a community centre or church or people who are signed up to a mailing list you are on.
2: Contact them with a sincere invitation 'I saw that you are a member of the vegan parents group on Facebook, I'm a member too and I was interested to read what you said about packed lunches, I'm thinking of launching a business in this space and I'd love to have the chance to hear what you think about my idea blah blah'
3: Assemble virtually or physically if in fact the pandemic has all just been a nightmare that only I am having and I wake up from it tomorrow and everything is back to normal and warm them up.
4: Ask questions about the project starting with their buying behaviour around a subject then getting more targeted: e.g. are you interested in plant based food? do you do the food shopping for your household? do you enjoy it? do you always go to the same place? what do you think of this packaging? how much do you think this would cost? Would you travel to a different shop just to buy this if it wasn't stocked in your supermarket?'
6: When they start to speak up and talk over you, let them, that is where the really good stuff comes from.
7: Listen out not just for the things that support what you want to hear but also the red flags, it's HARD to listen to them but paying attention now could save you heartache and a heap of money.
8: Keep it short and punchy and make sure you follow up and thank them individually.
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