Posted by: Cindy Downes | February 24, 2009

Focus Group

meetingFor our senior project, my class is doing a public relations campaign for Cherokee Nation. The class has been divided into groups of four and at the end of the year, each group will present their campaign plan to the representative of the Cherokee Nation. The requirement includes a written plan containing our research, objectives, strategies/tactics and evaluation, as well as a powerpoint presentation. 

As part of our research, my group was assigned to do a focus group. A focus group is a form of qualitative research in which a group of people are asked about their attitude towards a product, service, idea,etc. The format is casual and interactive.

We conducted our focus group last night. Each of us were responsible for inviting 3-4 people. We ended up with 14 attendees of all ages and backgrounds, so the input was extremely helpful.

We first had the group do a card sort to identify the group’s important life values. Next, we asked them open-ended questions to find how how they viewed the Cherokee Nation today and to learn how the Cherokee Nation could reach them with their message. It was a great learning experience.

Today, I get to transcribe an hour and a half tape of the discussion. Back to work!


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