Who should participate in the focus groups?
A general rule of thumb is to conduct research among the target market(s) that are critical to a project’s success. Target markets should be prioritized according to their importance so that focus groups can be conducted in each target market where the findings can be expected to be most effective. For most applications, focus group participants should have a shared trait or experience on which the discussion can build. Such a group tends to expand upon their experiences and provide a higher volume and quality of information than groups with widely varying experiences.
