SayPro Focus Group Discussion Guide Template
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Focus Group Discussion Guide
Session Information:
- Focus Group Topic: [e.g., User Experience with SayPro Product, Feedback on Marketing Campaign]
- Facilitator Name: [Facilitator’s Name]
- Date: [Date of Focus Group]
- Duration: [Duration of Session]
- Location: [Virtual/Physical Location]
1. Introduction (5-10 minutes)
- Welcome and Introductions:
- Introduce yourself and explain your role as the facilitator.
- Invite each participant to introduce themselves, providing a brief overview of their background and their experience with the product, service, or topic being discussed.
- Provide an overview of the session, including:
- Purpose of the focus group
- Expected outcomes (e.g., gathering feedback to improve a product or service)
- Session structure
- Confidentiality and ground rules
- Icebreaker Question: (Optional)
- Example: “Let’s start with a quick icebreaker. What’s your favorite feature or thing about [product/service]?”
2. Ground Rules (2-3 minutes)
- Encourage Open Dialogue: All opinions are valued, and there are no wrong answers.
- Respect Each Other’s Time: Be concise and allow everyone a chance to speak.
- Confidentiality Reminder: What is shared in the group remains confidential; no participant names or personal information will be used outside the session.
- Recording Notification: Let participants know if the session will be recorded (audio/video).
- Ensure Comfort: Remind participants they can skip any question they’re not comfortable with.
3. Key Discussion Topics & Questions
Section 1: Participant Experience
(Understand the participant’s overall experience and relationship with the product or service)
- Q1: “Can you describe your experience with [product/service] in your daily life? What drew you to try it?”
- Q2: “What specific features of [product/service] do you use most frequently? Why?”
- Q3: “Were there any challenges or frustrations you encountered when using [product/service]? Can you give an example?”
- Q4: “How do you feel about the overall user experience (ease of use, performance, etc.)?”
Section 2: Functionality & Performance
(Explore how well the product or service works for users)
- Q5: “How satisfied are you with the [main function or feature]? Does it meet your expectations?”
- Q6: “Were there any unexpected features that you found particularly helpful or confusing?”
- Q7: “What improvements or additional features would you suggest to make it more useful?”
- Q8: “If you encountered a technical issue, how did you resolve it? Was the support process clear and effective?”
Section 3: Perception & Brand
(Explore perceptions of the brand and its value)
- Q9: “How do you perceive [brand name] compared to other similar [products/services]?”
- Q10: “What do you think sets [product/service] apart from other options available on the market?”
- Q11: “Would you recommend [product/service] to a friend or colleague? Why or why not?”
Section 4: Customer Service & Support
(Understand satisfaction with customer support and communication)
- Q12: “Have you interacted with customer service or support? If so, what was that experience like?”
- Q13: “Was it easy to find help when you needed it? How could the customer support experience be improved?”
Section 5: Future Outlook & Improvements
(Ask participants about their vision for future improvements)
- Q14: “If you could change one thing about [product/service], what would it be?”
- Q15: “What features or services would make [product/service] more valuable or useful to you?”
- Q16: “How do you envision the product or service evolving over the next few years?”
4. Wrap-Up (5-10 minutes)
- Summarize Key Points:
- Recap the main takeaways from the discussion and verify key points with participants.
- Ask if there’s anything else participants would like to add that was not covered.
- Thank You and Incentives:
- Thank participants for their time and valuable input.
- Remind them of any incentive (if applicable) they will receive for their participation.
- Next Steps:
- Briefly explain how their feedback will be used, including any follow-up steps.
- Let participants know they may be contacted for further research or updates related to the product or service.
5. Additional Notes for Facilitator
- Flexibility: Allow the discussion to flow naturally, but always ensure you cover the key topics.
- Probe for Depth: If a participant provides a vague or brief answer, ask follow-up questions to dig deeper (e.g., “Can you tell me more about that?” or “Why do you think that is?”).
- Encourage Participation: Make sure all participants are involved in the conversation. If someone is quiet, you can invite them directly by saying, “We haven’t heard from you yet, [Name]. What do you think about this?”
- Time Management: Be mindful of time, but be flexible if the conversation is particularly engaging on a relevant topic.
- Stay Neutral: As the facilitator, ensure you remain neutral and avoid guiding the discussion toward a particular response. Your role is to gather genuine feedback, not to influence opinions.
End of Discussion Guide
Customization Tips:
- Adjust Topics to Fit the Session: Depending on the product or service being discussed, modify the questions or add new ones relevant to the focus group’s objectives.
- Maintain a Flexible Approach: While the guide offers a structured framework, allow space for natural flow of conversation to ensure that participants feel comfortable sharing their thoughts.
- Monitor Group Dynamics: If the group gets too off-track, gently steer it back to relevant topics while ensuring everyone’s input is respected.
This template should help guide a structured, meaningful discussion that captures valuable insights from participants. If you need any further adjustments or more specific questions for different sessions, feel free to ask!
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