Episode 020 – Get Customer Feedback & Insights with Focus Groups


  • Listening to customers is the goal
  • Data drives a lot of CX work
  • Conversations give you the reasons BEHIND the data
  • Focus groups are a great way to have conversations
  • General fishing, proposed changes, specific topic focus
  • Feed off the energy and questions from the group
  • Uncover questions, priorities, issues, not on your radar
  • Participants tend to springboard off each other
  • Be strategic about focus groups
  • Suggested Methodology
    1. Be Clear on Purpose Use of Outcomes
    2. Determine appropriate participants – Invite them about 3-4 weeks prior to the event, logistics should be shared on the invite. I like to limit the group to 12-15. More than that and people will hide behind the numbers, somewhat like the Bystander Effect. They figure others will speak for them OR they may feel intimidated.
    3. Establish facilitator
    4. Craft questions to draw out information based on purpose – OPEN-ENDED
      1. “Tell me about…”
      2. “Share what drives these feelings…”
    5. Identify best location for the event – location, size, atmosphere
    6. Conduct the Focus Group – Again share the purpose, ask the questions and facilitate discussion, thank them for attending and sharing their input, explain how data will be used moving forward.
    7. Have someone taking copious notes – recording can be done with permissions, check with your legal counsel or state for general release statement
    8. Debrief with your co-leaders – what worked, what didn’t, what would you do differently, any urgent or immediate things to follow up on
    9. Summarize results and findings, including those in the debrief
    10. Send Thank You to participants along the lines of…

Thanks so very much for taking part in our Focus Group last week. We truly appreciate you taking the time and giving your honest feedback and insight on how we at “ABC Co” can best work with you and support your goals using our services.

We are currently compiling the information you shared with us to review with our Leadership Team. Your feedback and suggestions will be used to shape how we work with all of our customers moving forward.

As we pointed out, you may have thought of other things you would like us to be aware of since we met. Please respond back to this email with any ideas, questions, or suggestions that occur to you based on our conversation. We truly do use your input when designing our experience and systems.

Thank you!

11. Review report and findings with Leadership

12. Plan of action with timeline, assignments, and accountability.

If possible, let participants know how their input helped in specific areas.

Share with all of your customers you held a focus group, what was learned, and how you intend to use the data or what improvements can or have been made

When people see you take their feedback seriously, they’ll be more likely to share with you in any context.

So now you know more about focus groups and I hope you will take the initiative to hold some. It’s a great way to get inside the mind of your customers to help shape the way you work with them and serve them.

Also, please email me your experiences with focus groups and share what worked and what didn’t, and what you would have done differently had you known what you know now.

Lastly, be sure to subscribe to this podcast on iTunes or Stitcher to be sure you get every episode as soon as it is released.

Thanks so much for spending this time with me today. I’ll see YOU on the next episode!

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