A note on how to moderate a focus group: for MBA students

A note on how to moderate a focus group: for MBA students (information from perplexity.ai)

My question 1: "My interest in doing my part-time 4-month MBA dissertation project is to employ the focus group (with 5 participants) to conduct 1 session; due to time constraint, I could only afford to conduct a brief focus group session. My topic area is on "how the Chinese restaurants in Hong Kong can compete with business model improvement to survive in the tough marketplace in 2025". Two of the participants run their restaurants; two are restaurant customers; the last one is a lecturer in consumer marketing. Please suggest 4 questions to discuss in the focus group session. More importantly, please offer me some advice how to moderate the focus group session, as I have no experience in doing so."

The reply: "For the dissertation focus group on "how Chinese restaurants in Hong Kong can compete with business model improvement to survive in the tough marketplace in 2025," here are 4 suggested questions for discussion:

1. What are the biggest challenges currently faced by Chinese restaurants in Hong Kong in terms of competition and market survival?

2. How do you think Chinese restaurants could innovate or improve their business models to better meet customer needs and stand out?

3. From a customer perspective, what changes or improvements would make you more likely to choose a Chinese restaurant over competitors?

4. How do marketing strategies and consumer trends impact the competitiveness of Chinese restaurants today?

For moderating the focus group session, some key advice includes:

• Prepare a clear discussion guide with objectives and the 4 core questions.

• Create a welcoming and neutral atmosphere at the start; set ground rules emphasizing respect, no right/wrong answers, and the importance of diverse opinions.

• Use open-ended questions and encourage everyone to speak, especially quieter participants. Gently manage dominant voices by inviting others to share.

• Observe group dynamics and nonverbal cues to guide the conversation and keep it on track.

• Maintain neutrality throughout—avoid showing bias or leading participants toward specific answers.

• Keep the session within the planned time, ending with a summary to confirm key points and thank participants for their input.

These suggestions are based on expert focus group moderation techniques and practical guides for managing group discussions effectively, including balancing participation and fostering open dialogue."

My question 2: "What if one or two of the participants are reluctant to talk? As a moderator, what are the techniques to deal with this situation in the session?"

The reply: "When one or two participants are reluctant to talk during a focus group session, as a moderator, the following techniques can be used to encourage their participation:

• Gently invite them to share their thoughts by asking direct but polite questions such as, "What’s your take on this?" or "I’d love to hear your perspective" to make them feel included without pressure.

• Establish and periodically remind ground rules that encourage equal participation and create a safe, non-judgmental environment that can help participants feel more comfortable speaking.

• Use strategic silence by allowing a few moments of quiet after asking a question, giving reluctant participants extra time to think and feel ready to respond.

• Break the group into smaller discussions or pairs where quieter participants may feel less intimidated and more open to expressing their views.

• Observe nonverbal signals like eye contact or gestures to nonverbally invite their contribution, reassuring them that their input is valued and protected.

• Avoid forcing anyone to speak if they are not ready but encourage other ways to contribute, like written or anonymous feedback.

• Provide positive reinforcement and validate contributions when they do speak to build their confidence for more active participation later.

These techniques help build trust, reduce anxiety, and create an inclusive atmosphere that allows all participants to contribute in their own comfortable way without feeling spotlighted or pressured."

A collection of blog notes on using chatgpt for research purpose.