12 May 2010

Focus Group Bingo

Recently we held some focus groups with the aware/non-triers of a consumer product.

I love focus groups because you can listen to consumers talk about your product, your category, or your ads.

I hate focus groups for the same reason. Some people listen to consumers and quickly draw a pre-conceived conclusion.

Listen up

This hazard makes listening all the more important. You spend thousands of dollars renting a facility, hiring a moderator, writing the questionnaire, recruiting the consumers, preparing the stimulus. You want to get the most out of the investment. Knowing what people say is critical. So turn off the distractions and pay attention.

Focus Group Bingo

A fun way to stay engaged is play focus group bingo. Before you get to the facility, make a grid like the one pictured above and populate it with terms you might expect consumers to say. These could include a product benefit or feature, a brand name, a competitor, and ad, or an annoying, oft-repeated phrase (like "that’s how we roll").

When a consumer utters one of the phrases, place an M&M candy on that square. Most focus group facilities have a good supply of M&Ms.

Not exactly a new idea….

Apparently there’s a company that actually offers a focus group bingo board. See it here. Their idea is based on the obligatory getting-to-know-you chit-chat that starts almost every focus group.

What’s on your Focus Group Bingo board?

Please suggest your favorite terms for focus group bingo in the comments section below.


  1. Thanks for sharing such a nice a great and complete article .
    I like the writing skill of you. You explain this topic in very good way
    Best article on american consumer panels !
    Regards team american consumer panels Focus groups

  2. in-person focus groups, home-based interviews, and small discussion groups. In-person focus groups pay between $75 to $150 for your time.
    They conduct routine focus groups in 16 major cities across the U.S and also nationwide focus groups. They also set up temporary locations across the U.S.
    Nice and great article on focusgroup .
    yes focus group is best source of extra money.
    I like the writing skill of you. You explain this topic in very good way
    me and my family regularly applying for these paid focus groups

  3. Like!! I blog quite often and I genuinely thank you for your information. The article has truly peaked my interest. For marketing news and personal/professional development review my blog Regards PromiAD
    Regards PromiAD

  4. This article is great! Please review my project D.I.Khan New City