In a prior blog post titled How to Understand Your Customers Better using Focus Groups, I reviewed the reasons for an organization to want to run a focus group and what the elements were of customer satisfaction research using this technique. This article reviews the preparation steps to run a successful focus group.

Many organizations use satisfaction surveys to keep a pulse on their customers. The objective is to be able to create a numerical measurement with some statistical validation. Surveys have their place but there is another form of customer satisfaction data that is purely qualitative, that is, opened ended, dynamic and flexible. It provides for a greater depth of understanding of your customers, and provides the language the customers use when discussing your products or services. One technique to gather this data is called a focus group.

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