1. Identify information needs and objectives.
2. Calculate costs including fees for an external moderator if used.
3. Chose a suitable venue that will encourage discussion.
4. Frame questions that will help keep the discussion on topic.
5. Decide how best to recruit participants.
6. Establish appropriate group dynamics.
7. Decide how to record the proceedings.
8. Do not manipulate the discussion.
9. Endeavour not to prejudice conclusions when analysing data.
10. Use another tool such as a questionnaire to test your results.
Do's and Don'ts
Do:
Make sure your topic parameters are clearly established.
Try to ensure that your participants reflect your target audience as closely as possible.
Make sure the discussion is accurately recorded and transcribed.
Give your group an incentive to participate actively & make a contingency plan for no-shows.
Don't:
Steer or guide the discussion through manipulative questioning.
Prejudice analysis of the results.
Pressure participants to contribute as they may say what they think you want to hear.
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