1. Arrive 30 minutes in advance of the session. Park on street or in lot.
2. Do not talk loudly in the observation room.
3. Don't bang on the mirror.
4. If you want to say something to the moderator, wait until the scheduled break. Please do not send a note in with the hostess.
5. The door to the observation room should never be left standing open, because light will come in and reveal the observers.
6. Do not sit near the mirror if you are wearing a white or light colored shirt or blouse.
7. When arriving, do not say the name of your organization to the hostess, but just mention that you are an observer.
8. If you are driving a car with the company's name on the license plate, park in the street and not in the lot where participants can see it.
9. Debriefing and discussions following sessions should be held in the conference room after participants leave. Let us know if you want it recorded.
10. The moderator will take some time at the beginning of the session to establish some ground rules that help respondents understand what is expected of them and set the stage for a productive session.
11. The moderator will sometimes deviate from the discussion guide in order to get the most out of the group based on its dynamics.
12. The moderator will occasionally "play dumb" about your organization and other aspects and may not correct misunderstandings in order to identify existing perceptions.
13. All participants may not contribute equally to the discussion, because a focus group is not geared to an interviewing approach.
14. Try to be an active listener and connect the comments of participants with their backgrounds, needs and perceptions.
15. Think of the participants as being representative of your customers/clients, since they have been carefully chosen in keeping with the research objectives.
16. Focus on what the participants have to say rather than their appearance and degree of agreement or disagreement with your own perceptions.
17. Take notes and be ready to offer any additional questions through the person who is coordinating the project for your organization with the moderator.
18. The moderator brings a wealth of experience to the session table which later is used in helping you get the most out of the research via the debriefing and final report.
19. There is a sound control knob on the wall next to the mirror. Please do not set the volume too high. Let us know if the temperature needs to be adjusted.
20. Help yourself to drinks in the refrigerator and food on the table in the adjoining client lounge. There is a phone for local calls. Ask the hostess for anything else.
