Focus Groups

A focus group is an event at which you provide a presentation or demonstration to potential customers and solicit their feedback. Often, feedback is gathered via a survey or questionnaire prepared in advance. Feedback is also obtained though oral question-and-answer sessions and discussions among the group, which are recorded by someone taking careful notes. Examples of possible focus groups might include:

• A food manufacturer holding taste tests of a new salsa, asking participants to rate flavor and texture, and to compare the new salsa to the competitors' versions.
• A software company having users test its new time-management application, asking them to rate it on ease of use and timing them on how long it takes to complete certain tasks with the software.
• A nail salon demonstrating its signature pedicure on focus group participants, asking them for feedback on their experience during the pedicure and on the results.

While there's nothing inherently complex or expensive about conducting a focus group, it will require at least a nominal commitment of your time. If you don't have retail or other space, you may need to rent an appropriate venue. Because of the preparation and possible expense involved, be sure to start the invitation process early enough to ensure that you get enough confirmed participants to justify the time and expense of doing the focus group.

To learn more about conducting both primary and secondary research, as well as how to promote your new business, get The Small Business Start-Up Kit: A Step-by-Step Legal Guide, by Peri H. Pakroo (Nolo).