A Focus Group Rogue’s Gallery

UPR: Unconditional Positive Regard. That's what they taught me in focus group moderator training, and I try to live by that principle in every group I moderate. In fact, I love all my focus group participants. I really do.

There are just some I love a little less than others.

Do any of these folks sound familiar to you?

The First-Talker: Maybe my least favorite participant -- er, the participant I have the most "less love" for. This participant is always the very first to open his mouth, after every single question. Special moderating tactics seem to work only temporarily (looking away from FT when you ask the question, standing behind him, prefacing questions with "let's hear from someone on this side of the table on this one"). I know I'm sunk when the whole phenomenon turns rhythmic (question, FT responds, others respond . . . question, FT responds, others respond . . . lather, rinse, repeat). You know you've reached that point when you ask a question, FT hesitates, and everyone else in the group stares at him, not saying a word until he weighs in.

The Spokesman: Then there's the participant who takes on the task of speaking for everyone in the room, or summarizing "what we're all saying." One of my favorite variations was the participant I had in a study testing positioning statements. Following qualitative research protocol, I was careful to distribute each statement on a worksheet, to elicit private, uninfluenced reactions. Mr. Spokesman looked down at the statement I had just passed around and declared, "Anyone who likes this statement is an idiot." (Needless to say, that particular positioning statement was not a huge hit in that session.)

The Topic Expert: This is the person we typically think of as the "dominator" of a focus group, the person who has some history or expertise with the topic. Good screening fortunately keeps this a relatively rare occurrence, but former lives can come back to haunt you. The one-time graphic design expert in a group testing new magazine layouts. The former medical professional in a group testing claims for a new medication. As with the First-Talker, this can also lead to that sinking experience of watching all eyes turn toward this participant whenever you ask a question.

The Marketing Expert: These are participants who always tend to answer for the "marketplace" or the "masses," which, interestingly enough, usually does not include themselves.

• "Which of these ideas is most appealing?"
• "I think you should go with option A."
• "Is that the one you personally like best?"
• "Me? Oh no, I don't like it at all. But I'm sure it would be the most profitable."

The Long-Winded Responder: I don't know about you, but in many of my groups I've got a jam-packed discussion guide, and I cherish every one of those 120 minutes available to me. So when a participant takes 5+ meandering minutes to make a point, and 5+ meandering minutes to make the next point, and the next point, I find myself unable to concentrate on anything but the numerals on my digital clock. And if that person also happens to be the First-Talker, I know I'm in for a long two hours.

The Clueless Wonder: Almost more of a source of amusement than annoyance is the participant whose responses always seem to miss the point. Every time CW opens his or her mouth, you can almost feel the "huh?" emanating from the backroom.

The Silent One: The classic "there for the paycheck" participant, wondering if he or she can possibly get through the entire group without saying a word. Aha, I know, I'll call on him! "Sam, what's your opinion?" "I agree with what everyone else is saying."

The Texter: You wonder why Lucy keeps looking down during the session, until you realize she's texting someone with her cellphone. I'm always tempted to bring out my inner elementary school teacher -- "Lucy, would you like to share that with the rest of the focus group?"

The Spreadsheet-Buster: Okay, I don't really mind this person, but I can't help bringing it up -- the one person in every group who insists on offering a "3.5" rating on a 1-5 scale.

I'm sure I've left off some of your own "a little less loved" participants. Feel free to add to the list.