No matter how many people you involve in focus groups, your results will not be quantitative. The goal of focus groups is to get qualitative information on different issues.
What you need is to listen to a cross-section of your audience to hear what you haven’t heard before from the people who don’t usually come across your path.
Don’t just do research to see what your entire employee population wants or needs in terms of overall satisfaction, communication or benefits and compensation. Find ways to isolate your top performers as a demographic category and make sure your new recommendations are geared to meeting the top performers’ needs and wants wherever they might differ from the average employee.
Benchmarking is orderly and scientific, although benchmarking projects are anything but. Veteran consultant Angela Sinickas takes us on several benchmarking roller coasters she’s ridden in pursuit of accurate research and measurement, and shares some of the rewards of a job well done.
Preparation and facilitation skills can make or break the success of focus groups.
Choosing the right number and types of groups is part art and part science.