The most important deliverable from the focus group meeting is the executive summary or feedback report. Some focus groups will transcribe the entire session and that can be useful in the context of raw data; the summary report will offer the high-level insights the organization needs to take action. The report should focus on three areas:
Frequent responses: This refers to feedback that is repeated by several people during the focus groups
Emotional responses: Participants' opinions that are particularly intense, angry, enthusiastic, and so on
Specific responses: Stories that have an incredible amount of detail and specificity
Drawing attention to these areas can help the organization develop a sound action plan. This leads me to the last thing that must happen after a focus group—taking action, even if it's the conscious decision not to take action. There is nothing worse than asking people their opinion and doing nothing with it. It makes participants feel their...