A focus group is the gathering of a group of people that represents a your target demographics who will sample your product/service and give you feedback on it.  This group can be assembled anywhere in an informal and interactive settings where participants are free to interact with other group members.  The sessions are observed, recorded and analyzed to give you an idea on how receptive your product/service will be to potential customers. 

Focus groups normally comprise of 6-12 people, but it could be larger or smaller.  Participants are paid for pariticpating in the group.  An example, would be $125 for 3 hours.  The cost of hiring a marketing firm to conduct your focus group will depend on the number of participants and the length of time the group is required to meet for. 

As a company seeking to get your product evaluated by a focus group you can hire a marketing company or you can do it yourself.  Doing it yourself will cost you far less.  You can develop a script for the discussion and moderate the session yourself.

There are different types of focus groups:

- Two-way focus group:  one group watches the other and discuss what they oberserve of the other group

- Dual moderator:  this is where there are two moderators observing the group, one ensures that the group follows the process and stay on track, while the other ensures that all the topics are covered

- Dueling moderator:  this is where there where there are two moderators who take opposing sides

- Respondent moderator:  this is when one participant in the group is ask to act as the moderator temporarily

- Client participant:  this is when the client participates in the group session

- Mini focus:  utilizing less members in a focus group.  Instead of using 6-12 members, 4-5 may be used instead

- Teleconference:  groups can meet via a conference call instead of in person

- Online:  group members meet over the Internet instead of in person or via a teleconference

As an incentive you can offer to give every respondent your product/service for free.

If you decide to run your focus groups yourself use these resources to learn how to prepare for your focus groups:

- Chron:  How to setup an effective focus group

- WikiHow:  How to run a focus group

- UX Matters:  Do’s and Don’ts for focus groups

- Melcrum:  10 questions to ask when creating your focus group

If you would like to hire someone to help you with this service use these Focus Group Service Providers resources:

Yelp
Do a search on Yelp and find companies that provide focus group service near you.

Quirks
Search and find focus group facilities and companies near you.

GreenBook
Search and find marketing research facilities and consultants near you.

BlueBook
Search by state and find a marketing firm near you.

Focuscope, Inc.
Run focus groups in Chicago, Oak Park and Oakbrook.

Plaza Research
Lists a network of facilities and firms in cities across the country.

Find Focus Groups
This resource lets you find people to participate in your focus groups.  If you are contemplating moderating the focus group your self use this resouce to post your project and find people to participagte in your focus groups.