The purpose of a focus group is to trial our three products (Video, Digipak & Website) on members of our target audience who have never seen them before. Note: it is not to get approval from the focus group. As a result of holding a focus group, we can receive observations that we were unaware of before about how the products may be interpreted and suggestions for how the products could be refined to make more effective.
During the focus group, an unbiased facilitator will ask the group questions that are as open and neutral as possible, in order to get an honest answer on any topic.
It is important that we show our Digipak and Website before we show the video, so that the actual style of music and artist image is not given away, therefore receiving an answer that is untouched by the knowledge of what the products are meant to look like. We must also not defend our products as this will intimidate our group and they will react in a more polite and filtered way - therefore we won't receive the full opinions and views.
Here are some notes I made on how to carry out a focus group:
PREPARATION
Firstly we exported the current version of our video onto a USB, printed out 5 of our digipak designs in full-scale and folded them into shape, and published the current version of the website.
Then we prepared around 8 questions to ask in the session:
We appointed Victoria (not in our group) as the unbiased facilitator to run the session and ask the questions - we gave her the questions.
We appointed myself as a scribe - to write notes on their feedback - and Ed as the recorder - using a phone to audio record the session (in case the scribe missed anything). We used an audio recorder because we thought that videoing would be off-putting for the group and facial expressions weren't so important to record. - we could also upload the audio recording straight to Soundcloud.
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