How can you select the best focus group participants?

It is important to select participants who are /have been at similar stage of purchase journey where you need input. For example....if need input on how does a person evaluate a product before buying....it is critical to recruit people who have recently been through this process. Similarly if you want feedback on product... recruit people who are currently in process of using the product or are frequent users of the product

Identifying the ideal target audience and segmenting them based on demographics goes a long way in capturing the consumer sentiment easily especially when it comes to markets like Retail and FMCG goods where consumer trends keep changing swiftly and have shifting patterns based on age, income groups and gender.

What really helps is to have a clear idea of what it is you are trying to achieve with each group however it's also important to draft questions in such a way that you're not affirming your own beliefs but genuinely seeking their opinion.

Aim for diversity within your defined criteria. Include participants from different backgrounds and perspectives to capture a broad range of insights. Diversity can lead to more comprehensive and balanced feedback. Ensure that the focus group facilitator has the skills and experience necessary to guide the discussion effectively, encourage participation, and probe for deeper insights.

Please check if your group is ending up with "FG veterans". Usually, FGs are conducted by agencies or teams that specialise in this activity, and often conduct them in specific locations, based on accessibility, convenience etc. And they end up recruiting the same set of people who would live in a 4-5 km radius and would agree to come easily. They know the process, probably guess what the team wants to hear, and will structure their responses accordingly. So FGs may end up being the voice of the same pool of people. If possible, arrange them in different locations so that the crowd varies a bit.

To pick the right people for your focus group, first, figure out what you want to learn and who can help you with that. Then, find those people through emails, social media, or organizations. Make sure they match your criteria and have different backgrounds. Tell them what you're doing and get their permission to join. Choose someone good at guiding discussions, set up meetings, and maybe offer a little something as a thank-you. Have some extra people just in case, and later, study what they say to understand things better.