How to Use Surveys and Focus Groups to Evaluate Your Business

If you want to get an accurate feel for how your business is perceived by the public, there’s no better way to do it than by conducting surveys and focus groups. 

Surveys allow you to collect data from a large group of people, while focus groups let you get in-depth feedback from a smaller group. Conducting both types of research can give you a well-rounded idea of any areas of vulnerability in your organization that you need to address.

1. Develop your survey questions carefully.

The questions you ask in your survey will determine the quality of the data you collect, so it’s important to take some time to develop them. Make sure your questions are clear, concise, and relevant to what you’re trying to learn. Avoid loaded questions that could lead respondents to give biased answers, and steer clear of yes or no questions, which don’t provide much room for elaboration.

2. Choose an appropriate sample size.

If you’re conducting a survey via email or social media, it’s important to have a large enough sample size to get reliable results. A general rule of thumb is that your sample size should be at least 500 people. If you’re conducting a telephone survey, on the other hand, a smaller sample size of around 200 people can be sufficient. Keep in mind that it’s usually more difficult to get people to respond to surveys than it is to recruit people for focus groups, so you may need to adjust your expectations accordingly.

3. Conduct your focus group in person.

While it’s possible to hold focus groups virtually using video conferencing software, it’s generally best to conduct them in person. This will allow participants to really interact with each other and share their honest opinions without feeling like they’re being watched by someone else. It also makes it easier for the moderator to keep the discussion on track and prevent any one person from dominating the conversation.

By taking the time to develop quality survey questions and recruiting an appropriate number of participants, you can get valuable feedback that can help you identify any areas of vulnerability in your organization.