Should You Conduct a Focus Group?

Focus groups have long been used by restaurants to test new menu concepts before rolling them out to the general public. They’re a great way to gauge customer reception to new flavors or dishes without investing a lot. Focus groups don’t necessarily have to be formal affairs that require a special room with a two-way mirror. They could be as simple as asking friends and family of employees to come in during closed hours for a special taste test. Or, if you want to expand your reach try setting up a Facebook ad to source recruits. The key to any successful group starts with your recruits—make sure you find individuals who meet your criteria and demographics. You may even consider setting up an initial screening survey for participants and reach out to those who match the customer profiles you’re interested in.

Here are 3 basic considerations to keep in mind for any focus group:

1. Determine What Information You Want
The hardest part of conducting any kind of focus group is asking the right types of questions. Questions need to be direct, easy to understand and shouldn’t lead or sway the opinion of participants. Plus, make sure your question is phrased in such a way that participants will give you the types of answers you’re looking for. Rating systems that grade dishes on a scale of 1-5 can be helpful for summaries, but take care to include spaces for written feedback as well.

Finally, when testing new dishes or concepts, don’t limit yourself to the food! Ask participants about your menu descriptions. For example, did the dish sound appealing enough to order? Once they saw the dish did its appearance look appealing? And finally, did the taste live up to their expectations?

2. Legal Stuff & Incentives
Are you testing dishes that contain nuts, gluten, dairy or other allergens? Not only should you make participants aware of these ingredients, but you should also considering having them sign a disclaimer that states that they are aware of these potential allergens in the dishes they will be tasting.

If it’s tough finding participants to volunteer their time, taste buds and opinions then consider adding a small incentive. A free drink, appetizer or entrée on their next visit to your restaurant is a great way to sweeten the deal—plus how many people actually eat alone? You can count on them bringing a friend or two when they come to redeem.

3. Consider Hosting the Focus Group in Your Space
Whether you’re a small, independent restaurant or a national chain, hosting focus groups within your space is not only easier to prepare the food, but it imparts a personal touch to participants. Don’t underestimate the power of seeing a little “behind-the-scenes” action, particularly for chain and nationally-recognized brands where developing a one-to-one connection with customers is a little more challenging. This focus group is a golden opportunity for a customer’s undivided attention. Sell your brand and culture and you could have a customer for life—and one that’ll brag about you to their friends too.