The point of a focus group is to get a real, outsider perspective on a product. As the producer, it is easy to become attached to the product. This makes it difficult to improve your work in many ways; for me it was deleting clips which I really put effort into achieving, even if it made the video worse.
By conducting a focus group, you are also directly asking the target audience for their opinions on the products and ways that they could be improved for their consumption. This point in the process is perfect timing for a focus group. Our products are nearly fully complete, but we still have time to improve them. These opinions aren't self-gratifying and have the genuine purpose of improving what we have created even more. Therefore the questions asked should be open, and shouldn't lead the audience into answering what you want to hear (E.G "What did you like")
However there are a few things to watch out for when conducting a focus group. For the group to be productive and helpful, you have to let them feel comfortable. For starters this means making sure the meeting is professional and slick, so that no arguments between the group occur in front of the viewers. This also means not defending the product if someone makes a critique as others will see this and be uncomfortable to share their own opinions. Filming the audience should also be discrete as people may be nervous on camera - However they should know also as it is illegal to film someone without their knowledge.
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