On Tuesday of this week, we had a focus group with the purpose of getting feedback on naming our brewery. It was the first time I’ve planned and implemented a focus group, so it was many things rolled into one, not the least of which was a great learning experience.
Like anything in life, preparation is the key. It was something that I prepared myself for, and even knowing that there was a lot of work for something like this, I was blown away by how much work it actually took. I did keep a total of the amount of time I spent organizing this focus group, and up until the minute things started, it was 48 hours of work. Where the hell did 48 hours go you ask? Let me tell you: Organizing participants, preparing questions, meeting with the moderator, securing the space, getting the food and beverages, printing copies of questions and non-disclosures, etc, etc, etc.
The focus group itself went well in my mind. There are always questions you would change, formatting alterations you would make, and slight differences you would make if you did it again. For the second focus group that we are having this Sunday, I will likely only change one question.
A huge component of the focus group is your moderator. Luckily I had the help of a real craft beer enthusiast and very personable, yet professional individual. I can honestly say, that next to the preparation involved, the moderator can make or break the implementation. Rebecca was so unbiased, and also so personable, and was able to take the outline I gave her, and worked with it in her own way.
The feedback was somewhat expected and completely unexpected all at the same time. While I would love to go into the details, I will wait for our second focus group to complete before commenting on them. What I can say, is that the results will help us pick the name that is right for our brewery. What we do know is the name we pick will represent what we are doing, what words are meaningful and what name fits with the local market.
I will update everyone more after we have our second focus group on Sunday and get closer to having our list of names narrowed down to 2-4 finalists.