How to start a Focus Group: Using cartoons in adult focus groups to discuss consumers feedback expectations in food service settings.

Abstract

This article tests a novel method for starting focus groups quickly while ensuring that respondents understand the topic of interest for the study.

To kick start the focus groups, a cartoon style illustration was developed. The cartoons depicted various food service experience from start to finish. Respondents first task was to indicate when it was natural for them to give feedback on the food service experience.

The results show that the cartoons allowed respondents to quickly understand the topic, which in turn gave them confidence to contribute with relevant information from the start. In addition, respondents used the framework of the illustrations to keep the discussion focused on the topic throughout.

We generally find that it is getting harder to find people who are willing to commit to 2 h focus groups after work. For us to find participants who are willing to take part, we are having to be much more time conscious, this method allows for shorter groups without losing valuable information.

The method has a potential when it comes to testing food products as well as in the development of dishes for gastronomic experiences. It may also be a good tool to use in sensory focus groups.

The use of comics to start off the focus group worked well in the context of a non-sensitive topic, in this case food service experiences. Further research could explore using this method for more sensitive topics.