Focus groups will always focus on the total sale and consume situation. The test/interview starts with a general description of the situation. Slowly the test person is introduced to more and more elements in the whole sale and consumes situation. And in the end the interview will focus on specific problems.
Focus groups must be planed in details. This plan must be designed in a tree structure so the test persons are able to control some of the direction in the process. And at the same time you shall be in control of the process in order to include important specific subjects in the interview. The test person shall sense that he/she is in control of the direction. But you shall be in control of the whole situation being preparing new questions what ever happens.
All who have used these methods are always amazed over all the unexpected details coming up in the interviews. And you have really more information after and know the real way your packaging is used. The new data will have a qualitative nature as: I use the packaging like this….. But you do not know the percentage with that behaviour.
Because this is an excellent method and also simple to perform, you will on the next pages get an instruction in how to make your own focus group assessments.
You have to decide if you will use a professional market research company or you will educate yourself to perform the test. Our advice to you is to be present during the interview yourself because you will get so much detailed information, which is impossible for the market research company to write in a report. And after some training you are able to plan and perform a focus group well.