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How do you manage the expectations and feedback of focus group sponsors or clients?

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Focus groups are a valuable method of gathering insights from your target audience, but they also involve managing the expectations and feedback of your sponsors or clients. Whether you are conducting focus groups as an internal or external researcher, you need to communicate effectively with the stakeholders who commissioned the project and ensure that they are satisfied with the process and the results. In this article, we will discuss some tips on how to manage the expectations and feedback of focus group sponsors or clients, from planning to reporting.

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1 Clarify the objectives and scope

Before you start designing and conducting your focus groups, you need to clarify the objectives and scope of the project with your sponsors or clients. What are the main research questions they want to answer? What are the criteria for selecting and recruiting participants? How many focus groups and sessions are needed? How will the data be analyzed and presented? By establishing a clear and realistic scope of work, you can avoid misunderstandings and conflicts later on.

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David W. Johnson

Research Assistant Professor
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One thing can be helpful is to spend time with sponsors or clients defining not only what questions they expect a focus group to help answer, but also co-designing the process that you will use collectively to move from collecting and analyzing the data to making a decision and taking action. Helping sponsors and clients to clarify their expectations about not only the objects and scope, but also the ultimate use they intend to put the focus group data towards, helps to create alignment and shared understanding. Working together to co-construct the entire process from design to action ultimately ensures that sponsors and clients' ultimate objectives for the focus group data collection itself are met.

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2 Involve them in the process

One way to manage the expectations and feedback of your sponsors or clients is to involve them in the process of conducting focus groups. You can invite them to observe the sessions, either in person or remotely, and ask for their input on the discussion guide, the moderator's style, and the emerging themes. You can also debrief them after each session and share your preliminary findings and impressions. This way, you can keep them engaged and informed, and also address any concerns or questions they may have along the way.

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David W. Johnson

Research Assistant Professor
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One thing that can be helpful when engaging sponsors or clients directly in this manner is to create customizable templates or discussion protocols to support not only their engagement with, but also their participation in the process itself. Many sponsors or clients have been involved at some point in a focus group; some of them have probably even designed or run their own focus group sessions at some point, whether formally or informally. Creating templates or discussion protocols that can help structure a safe, inclusive conversation with sponsors or clients about what they're observing, what they're surprised by or curious about, or what they might find challenging in what they're seeing and hearing.

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3 Balance their views and perspectives

Another challenge of managing the expectations and feedback of your sponsors or clients is to balance their views and perspectives with those of the participants and the moderator. Sometimes, your sponsors or clients may have preconceived notions or biases about the topic or the audience, or they may try to influence the direction or outcome of the focus groups. You need to be respectful of their opinions, but also assert your professional expertise and independence as a researcher. You need to explain the rationale behind your decisions and methods, and highlight the strengths and limitations of focus group data.

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4 Provide clear and actionable recommendations

Finally, you need to provide clear and actionable recommendations based on the focus group data to your sponsors or clients. You need to synthesize the main findings and insights, and link them to the objectives and research questions of the project. You need to present the data in a concise and compelling way, using visual aids, quotes, and stories to illustrate your points. You need to emphasize the implications and applications of the data for your sponsors or clients, and suggest concrete steps or strategies they can take to address their challenges or opportunities.

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Andrew Saunders

Leading NeuroMed Research Initiative | Clinical Neuroscience Research & Global Health Intelligence Expert | Innovator in Decision Science, Strategic Intelligence, Neuroeconomics, Health Defense, & Cybersecurity Solutions
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To enhance scientific communication, provide clear recommendations from focus group data. Synthesize key findings, aligning them with project goals. Use concise, compelling visuals, quotes, and stories for clarity. Emphasize data implications, suggesting actionable steps for sponsors or clients. This approach makes scientific jargon digestible, engaging, and applicable, showcasing the art of storytelling in effective communication. By providing clear and actionable recommendations, and synthesizing main findings addressing the objectives and research questions. Strategizing the steps you need to take & aligning them with objectives gain actionable insight Thus, it becomes a work of art when science & effective communication work in unison.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you manage the expectations and feedback of focus group sponsors or clients?

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1 Clarify the objectives and scope

2 Involve them in the process

3 Balance their views and perspectives

4 Provide clear and actionable recommendations

5 Here’s what else to consider

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