8 tips on how to run focus groups for early-stage founders working on Product-Market-Fit.
An incomplete guide 😉
Just wrote these for a sharp CEO I advise in the @LoyalVc portfolio.
An incomplete guide 😉
Just wrote these for a sharp CEO I advise in the @LoyalVc portfolio.
1. Set expectations:
- e.g. it’s an informal dialogue
- So that people are at ease and ready to be generative
- e.g. it’s an informal dialogue
- So that people are at ease and ready to be generative
2. Set the tone:
- e.g. ask a homework question like “what were your happiest and saddest >sector< moments this week?”
- So that participants start to “prime” themselves on the topic of >sector< and notice it in their day to day
- e.g. ask a homework question like “what were your happiest and saddest >sector< moments this week?”
- So that participants start to “prime” themselves on the topic of >sector< and notice it in their day to day
3. Keep it simple:
- e.g. set a simple agenda like - a. share (your happy/sad), b. feedback (on my product) and c. imagine (what ifs)
- So that you allow spontaneity but still guide the dialogue
- e.g. set a simple agenda like - a. share (your happy/sad), b. feedback (on my product) and c. imagine (what ifs)
- So that you allow spontaneity but still guide the dialogue
4. Make it interactive:
- e.g. simple activities like a poster they can vote on, objects on the table as stimulus, post-its and pens for each, making a customer journey on a wall or through a diagram/lego/pictures, etc
- So that people use multiple sensors and means of expression
- e.g. simple activities like a poster they can vote on, objects on the table as stimulus, post-its and pens for each, making a customer journey on a wall or through a diagram/lego/pictures, etc
- So that people use multiple sensors and means of expression
5. Capture as you go:
- e.g. have a wall where you post key points, have participants write down 3 things related to a topic that you gather, etc
- So that you get as much data as possible, document it in real-time to minimize forgetting and keep active engagement high
- e.g. have a wall where you post key points, have participants write down 3 things related to a topic that you gather, etc
- So that you get as much data as possible, document it in real-time to minimize forgetting and keep active engagement high
6. Relative feedback:
- e.g. don’t ask if they like something, ask what they like about something (e.g. the most compelling features)
- So that you avoid entrenchment, and naturally leads to “what could be better” - it’s the “I like / I wish” feedback formula
- e.g. don’t ask if they like something, ask what they like about something (e.g. the most compelling features)
- So that you avoid entrenchment, and naturally leads to “what could be better” - it’s the “I like / I wish” feedback formula
7. Encourage divergent cognition:
- e.g. ask the group to reflect silently on a key question for a minute & write down answers that come to mind
- So that quieter and more reflective thinkers can gather thoughts and feel comfortable sharing & slowing down the dominant voices
- e.g. ask the group to reflect silently on a key question for a minute & write down answers that come to mind
- So that quieter and more reflective thinkers can gather thoughts and feel comfortable sharing & slowing down the dominant voices
8. Five Why’s:
- e.g. when someone answers a question ask again why that is, and why that is, and why that is, etc.
- So that you excavate down to primary needs and deeper truths that often are consciously invisible to ourselves at first thought
- e.g. when someone answers a question ask again why that is, and why that is, and why that is, etc.
- So that you excavate down to primary needs and deeper truths that often are consciously invisible to ourselves at first thought
Bonus: Keep the heavy cognitive work to a fixed boundary (e.g. 50 minutes) and end on an open-ended question that can carry on longer if there is still energy.
- “Is there anything you wish we covered that we didn’t?”
- “If you had a magic wand, what would you change?".
- “Is there anything you wish we covered that we didn’t?”
- “If you had a magic wand, what would you change?".
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