Focus Groups

Making strategic or marketing decisions often requires gathering perceptual information from a representative group of members, non-members, staff or leadership. Qualitative research, such as focus groups, is ideal for determining candid feelings about products, services, or issues.

AWP Research's professionally-trained focus group moderators have extensive experience leading focus groups in a wide variety of non-profit, industry, and consumer environments. As with all of our research approaches, focus groups are carefully integrated into larger association-wide research and planning efforts.

A typical focus group project is structured as follows:

   pre-session planning -- we work with you to formulate realistic goals for the focus groups including optimal size, location, and composition of the group(s);

   recruiting and logistics -- our experienced recruiters know how to attract qualified participants who conform to established group composition guidelines. We can also handle all meeting logistics and audio visual requirements;

   group facilitation -- using a moderator's guide developed with your input, our moderators create a comfortable yet controlled environment conducive to open and substantive discussion;

   analysis and reporting -- using actual quotes from the session, our reports cut-to-the-heart of participant concerns and impressions. We outline clear implications of the research, and integrate findings with other association research and planning efforts.

We also offer Focus Group Moderator Training for clients who want to build-up in-house expertise in focus group moderating. Moderating member focus groups in-house is a great way to cut research costs. In-house expertise can really pay off when you need to conduct several groups over a long period of time, or if you need to conduct some “informal” groups at your annual conference/convention.Our Focus Group Moderator Training will give you the skills, tips, and techniques you (or your staff) need to make your groups run smoothly and generate accurate research findings.

Our Focus Group Moderator Training courses are taught at your site using examples and exercises drawn from your specific research needs/approach. We offer several course options so you can build the right mix of theory and hands-on experience. We also offer a “mini version” for clients who don’t want to moderate groups, but do want to learn how to maximize the usefulness of focus groups as a research tool for their association.  For more information, please contact us at