Focus group template

Create a comfortable, non-judgmental environment by starting with an ice-breaker and clearly stating there are no wrong answers. Avoid leading questions and reassure participants their candid feedback is valuable. Consider having someone other than the product creator moderate to prevent participants from feeling pressure to give positive responses.

Take detailed notes during the session, focusing on capturing exact quotes when possible. Consider using audio or video recording (with permission) as a backup. Have an assistant help with note-taking while the moderator focuses on facilitation. Transfer key insights to the template immediately after the session while the discussion is still fresh in your mind.

Avoid yes/no questions that limit discussion depth and leading questions that suggest a “right” answer. Don’t ask hypothetical questions about distant future behavior as these yield unreliable responses. Skip technical questions participants aren’t qualified to answer. Instead, focus on questions about actual experiences, preferences, and reactions to generate more valuable insights.

Prepare your template at least two weeks before the session. Finalize your discussion guide, participant criteria, and logistics first. Send participation confirmations one week ahead but don’t distribute the actual template to participants beforehand as this could lead to rehearsed responses. Have printed copies ready for the session or prepare to collect responses digitally afterward.