Tips on using focus groups:

1) Don't assume outcomes.

2) Remember that groups measure nothing; they provide direction.

3) Always use a professional moderator

4) Don't limit yourself to only one group as a second group may yield very different results.

5) Eavesdrop on participants as they leave the room because they say very important things at that time.

6) If your findings disappoint you, examine the difference between your findings and your expectations.