Don’t let vampires eat your focus group
I love the TV show Being Human, where a ghost, a vampire and a werewolf live together in a house and all sorts of drama and japery ensues. As you know I’m always on the lookout for market research related media content, so I was delighted when Cutler, one of the vampires, decided to run a focus group with some humans to find out what they thought about the possible existence of supernatural beings. Unfortunately a bunch of nasty vamps turned up and you can imagine what happened. “They’re eating my focus group” said Culter, exasperated.
So here’s my advice to you on keeping your focus groups safe.
- Make sure your group is an emotional place of safety – obtain appropriate consents to do whatever you intend to do, build up trust and rapport within the group, manage incidences of conflict or insulting language, and generally treat people with respect.
- Make sure your group is a physical place of safety – select a well-lit venue that is accessible and has appropriate facilities, take food hygiene seriously, keep the temperature moderate, provide water, look out for trip hazards, and know a bit of first aid just in case.
- Keep the moderator safe – provide a lone working policy and a mobile phone, ensure they are protected if they are carrying cash or equipment, debrief any difficult incidents with a colleague, give them rest time after working antisocial hours, and get them a taxi home at the end.
- And don’t let vampires eat your focus group. Obviously.