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      Focus Group Advice

      Focus groups are a research method used to gather relevant data by bringing together a small group of advocates to discuss a specific topic or product.

      Introductions:

      • Suggestion 1:
        • Everyone to share name, one thing about you such as location/job & answer icebreaker question e.g. “Who is your favourite content creator right now (on Insta/TikTok/YouTube etc.)”
      • Suggestion 2:
        • Everyone to share name, one thing about you such as location/job
        • Then split everyone into breakout rooms - within their small teams, they have to find out a list of 3 things that they have in common. The more obscure, the better e.g. we all wear thongs/we all love Keeping up with the Kardashians.

      Set the scene / Context:

      We are here to have an open conversation with you (our advocates). You are so important to the brand and everything we do. We appreciate your support. We want to find out where we can improve your experience as part of our program and learn more about what you love and want more of.

      Questions/conversation starters:

      1. How did you discover our program & why did you want to join?
      2. What have you enjoyed most about being part of the program?
      3. Do you have a favourite task/type of task? 
      4. How do you prefer to progress through the program; do you prefer engaging in smaller, easier challenges or being given inspiration and instructions for creating content?
      5. How well do you know your audience? What themes resonate best with them e.g. new product launches, discounts, sustainability etc.
      6. What incentivises you the most e.g. gift vouchers, free product, commission, money-can’t-buy perks?
      7. Are you a member of any community spaces e.g. facebook groups/whatsapp groups/geneva chat/discord etc. - is this something you’d want for the program?
      8. What would you like to see more of in the program?
      9. Is there anything you’d like to see less of?
      10. Are you part of any other ambassador programs, and if so, how does our program compare?
      11. How easy do you find the platform to use? Is there anything you would change?

      End with a “thank you”

      Thank you for your time. You’ve given us a lot to think about. We really appreciate your support. Did you enjoy the session and would you be interested in taking part again in future?

      Reward your advocates for taking part:

      • Examples:
        • End the call with a brand relevant experience, e.g. a tutorial/masterclass with a professional.
        • Free product gift