Our Deliverables

The notebooks we deliver to our clients document the entire process. This includes our initial research – Background & Objectives — and the parameters defined in the beginning stage along with the Question Guide developed by FocusFirst and agreed upon by the client.

Also included is the Demographic Composition of the participants – an itemized list collected from their responses to a hard copy questionnaire they complete prior to the start of the session. (Once they realize they are identified only by first name, they are generally more willing to share information like household income – which most people are reticent to answer on the phone.)

Unlike other focus group firms, FocusFirst provides a complete Transcription of the audio recorded during the session. This gives the client a sense of the mood and feeling in the room as well as the context for the answers.

It is imperative to FocusFirst that we protect the anonymity of our participants and generally refer to them only by first name (or a fictitious first name) in our reports.

In this way, our clients are more assured of obtaining honest answers and genuine explanations, particularly when sensitive questions are asked. This is in direct contrast to telephone surveys where research has shown that respondents lie out of fear or lie to please the questioner and/or the client – because they are aware their identity is known.

Key Findings from the session(s) are also included in the report. These are the highlights or the significant responses that require particular attention. They are collected as a group and inserted into the report, verbatim, along with our commentary.

The final section of our report is our Synopsis & Recommendations where we summarize the findings and outline a course of action for business behavior and/or marketing direction. Business strategists and marketing directors appreciate this portion of our report because it establishes the rationale for a clear path to affecting attitudes, opinions, and beliefs with your critical audiences.

Our combination of Background & Objectives, Question Guide, Demographic Composition, Transcription, Key Findings, Synopsis & Recommendations comprise the composite FocusFirst report.

It delivers the why.