Focus Group FAQs

Focus Group FAQs

1. What are focus groups?

Focus groups are small groups of an organization’s key stakeholders, leadership team, constituents, employees, and customers brought together at a specific time and location to discuss their perspectives about the organization.

2. Why does Warp + Weft insist on conducting focus groups?

An organization’s brand lives within the hearts and minds of its customers, clients and prospects. It’s the sum of their experiences with and perceptions of that organization. So in order for an organization to build an intentional brand and a comprehensive brand strategy, it needs to understand how its current brand is perceived by the people who are most invested in the organization and by an organization’s diverse audiences.

3. How many participants should be in a focus group?

We recommend focus groups have no fewer than 5 attendees and no more than 12. You want enough people there to provide varying perspectives, but not so many that folks become intimidated or unable to share their thoughts. 10 participants is an ideal amount.

4. Who runs the focus groups?

Warp + Weft coordinates with clients, providing dates and times that the focus groups could take place. Our clients then reach out to all participants within the various categories we have identified (i.e. staff, leadership, board members, customers/clients, members, etc.) to schedule attendance. Warp + Weft runs each focus group. We come prepared with a list of specific questions we will ask as well as refreshments—offering food and drink makes a difference!

5. How many focus groups should an organization do?

It all depends on how big the organization is and how many different audiences the organization has. We typically conduct 5 focus groups for any given client. But that number goes up quite a bit for organizations such as municipal governments, membership organizations, and larger companies that have multiple locations/facilities/services, or that span large geographic areas.

6. Do focus group participants need to do any advance preparation?

No. The only thing they need in advance is context. They need to know what they’re being asked to do and why. Typically the client provides this information when they reach out to prospective participants. Warp + Weft is always happy to provide language for a focus group invitation if desired.

7. Are the focus groups recorded?

Yes. Unless participants specifically request not to be recorded. We do not share the recordings with anyone outside the Warp + Weft team; we refer back to them as needed throughout our work—as a supplement to our handwritten and typed notes.

8. Do clients get access to the recordings and notes taken by Warp + Weft during the focus groups?

If requested, Warp + Weft can provide an executive summary of the findings from the focus group; however, our policy is to keep all recordings and notes taken during focus groups confidential. Participants are more candid and honest when they know they can speak freely without being identified for fear of repercussion.

9. How long does a focus group last?

Ideally, each focus group will last no longer than one hour.