A focus group is a qualitative research method used to answer specific questions. It involves a discussion among the participants in a moderated setting, where the participants are selected based on specific demographic requirements.

Focus groups are essential for multicultural marketing research as they can help brands gain valuable insights into their target audience’s behavior and preferences. Here’s how you can successfully conduct a focus group for multicultural marketing.

Define Your Research Scope

Focus groups aren’t general discussions. They’re centered on specific themes or topics researchers want to dwell into. Therefore, it’s imperative that you define your research scope before you set up a focus group and begin the discussion.

Think about what you want to learn from the discussion and how the focus group will help you get the answers you’re looking for. Go through the existing literature to determine what insights it provides and identify the gaps in research. After all, your focus group shouldn’t be a repetition of what’s already been done. Decide what you’ll study, create intriguing hypotheses, and establish your research scope.

Lead the Discussion

The last thing you want to do is go in unprepared. Make a list of questions you’ll use to prompt your audience and get responses for specific topics. You don’t have to strictly stick to the questions and can improvise if needed, but it’s highly recommended to have an outline to refer to.

Once you begin the discussion, adopt the role of a moderator. Your job is to lead the discussion, not influence it with your opinions or biases. Strive to stay neutral and refrain from displaying strong reactions that may affect your participants’ answers. You should also exhibit active listening and ask for clarification, if needed, to ensure you don’t miss out on details.

Seek Equal Representation

Finally, make sure you engage all of your participants and get equal representation in the responses. For instance, if your focus group comprises 10 individuals, ensure each participant gets an equal opportunity to speak and share their thoughts. If you notice some individuals haven’t contributed to the discussion, follow up and ask them for their input.

You should also be cognizant of the dominant personalities within your focus group and ensure they don’t talk over other participants.

Ethnotics is an experienced multicultural marketing research agency in New York that helps brands conduct organized and ethical focus groups. We also assist them with their multicultural market research and analyses, helping them create powerful campaigns.

Reach out to our team today for more details about our work.