Focus group discussion guide template (ready to use)
Download a ready-to-use focus group discussion guide template, with timing, question types, and moderator notes for every section.
Focus group discussion guide template (ready to use)
A focus group discussion guide is a structured outline that tells the moderator what questions to ask, in what order, and for how long. Unlike a script, it leaves room to follow unexpected threads while keeping the session on time and on topic.
The template below is ready to copy and adapt for most focus group studies. Sections that need customising are marked clearly.
What a discussion guide is (and is not)
A discussion guide is not a survey read aloud. Its purpose is to create a natural conversation among participants while systematically covering your research objectives. A good guide:
- Opens with low-stakes questions that warm participants up
- Moves from general to specific as trust builds
- Uses probes to deepen responses rather than move on too quickly
- Leaves the last five minutes for synthesis and participant-led additions
It is also not set in stone. Experienced moderators adapt their guides constantly: skipping a question when time runs short, following a thread that was not in the original plan, or reordering sections when the conversation naturally lands somewhere earlier than expected.
Focus group discussion guide template
The template below is structured for a 90-minute session with 6 to 8 participants. Adjust timing and question count for shorter or longer sessions.
Cover information (complete before the session)
| Field | Details |
|---|---|
| Study title | |
| Client or stakeholder | |
| Session date and time | |
| Moderator name | |
| Observer names | |
| Participant profile | |
| Research objectives | 1. / 2. / 3. |
Section 1: Introduction and ground rules (10 minutes)
Moderator note: Read this section verbatim or close to it. Setting expectations at the start reduces awkward dynamics later.
Welcome, and thank you for joining today. My name is [name] and I am here to listen, not to test you. There are no right or wrong answers. I want to hear what you honestly think, including if you disagree with what others say.
A few housekeeping points:
- We are recording this session for internal research purposes only. Nothing you say will be attributed to you by name.
- You can pass on any question you prefer not to answer.
- We will wrap up at [end time].
Let us start with a quick round of introductions. Please share your first name and one sentence about what you do day to day.
Warm-up question (personalised):
“Before we get into today’s topic, I would like to know a little about you. [Adapt: When did you last use [product category]? What does a typical [relevant day/activity] look like for you?]”
Section 2: Awareness and first impressions (15 minutes)
Objective: Understand how participants currently think about the category or problem space before introducing any stimulus.
Main question:
“When you think about [topic or product category], what is the first thing that comes to mind?”
Probes:
- “Can you say more about that?”
- “Has that always been the case, or has something changed recently?”
- “Does anyone else feel that way, or is this experience different for others in the group?”
Exercise (optional): Ask participants to write one word on a sticky note or in the chat that describes their current experience with [topic]. Collect responses before discussing to surface minority views.
Section 3: Core topic exploration (30 minutes)
Objective: [Fill in your primary research question here.]
This is the longest section and should cover your two or three most important research questions. Do not rush through it to reach later sections.
Main question 1:
“[Your primary research question in open, non-leading form]”
Probes for question 1:
- “What makes you say that?”
- “Can you give me a specific example?”
- “How did that make you feel?”
Main question 2:
“[Your secondary research question]”
Probes for question 2:
- “Is that something you actively choose, or does it happen by default?”
- “If you could change one thing about that experience, what would it be?”
- “Does anyone have a different experience?”
Main question 3 (if time allows):
“[Your third research question or deeper probe on an earlier theme]”
Moderator note: Watch the clock. If the group spends extra time on question 1, it is usually better to cut question 3 than to rush question 2.
Section 4: Stimulus reaction (20 minutes)
Objective: Gather reactions to a concept, prototype, message, or visual.
Moderator note: Introduce the stimulus here. This could be a product screenshot, a packaging design, a marketing message, or a concept description. Give participants 60 to 90 seconds to review it silently before asking for reactions.
Main question:
“Take a moment to look at this. What is your initial reaction?”
Probes:
- “What does this communicate to you?”
- “What is unclear or confusing, if anything?”
- “Who do you think this is designed for?”
- “Would this change how you [relevant behaviour]? Why or why not?”
Comparison question (if showing multiple stimuli):
“Now that you have seen both options, which would you choose and why?”
Section 5: Prioritisation exercise (10 minutes)
Objective: Surface what matters most when participants have to choose.
Forced choice exercise: Present participants with 4 to 6 features, benefits, or statements. Ask them to rank the top three or vote on the single most important one.
“If you could only keep three of these, which would they be and why?”
Probes:
- “What would you give up to have that?”
- “Is anyone ranking differently? Tell us why.”
Section 6: Wrap-up (5 minutes)
Final question:
“Before we close, is there anything important about [topic] that we have not covered today? Something you expected me to ask but did not?”
Closing: Thank you for your time and honesty today. Your input will directly inform [brief description of what happens next, for example ‘how we design this product’ or ‘the direction of this research’]. Your responses will remain confidential.
How to customise this template
Adjust the section count for shorter sessions
| Session length | Recommended sections | Questions per section |
|---|---|---|
| 60 minutes | 4 (skip Section 4 or 5) | 1 to 2 |
| 90 minutes | 5 to 6 (full template) | 2 to 3 |
| 120 minutes | 6 plus a break | 3 to 4 |
Writing good focus group questions
The quality of your data depends on the quality of your questions. Avoid:
- Leading questions: “Don’t you think that [X] is a problem?” tells participants what you expect them to say.
- Double-barrelled questions: “How did you feel about the price and the packaging?” should be two separate questions.
- Yes/no questions: These shut down discussion. Replace “Did you like it?” with “What was your reaction when you first saw it?”
Good focus group questions are open, specific enough to anchor the conversation, and leave room for unexpected answers. The Nielsen Norman Group’s guidance on writing usable research questions is a useful reference for getting question framing right.
Probing technique
The best probes are short and neutral. Useful probes that work across almost any topic:
- “Tell me more.”
- “Can you give me an example?”
- “What do you mean by [word participant used]?”
- “Does anyone else feel that way?”
- “What would have to be different for you to feel otherwise?”
Moderator notes format
Write moderator notes in bold or use [brackets] to distinguish them from questions participants will hear. Include:
- Time targets per section
- Instructions for any activities
- Reminders to record key quotes verbatim
Recruiting participants to fill your guide
A well-crafted discussion guide only delivers value if the participants in the room match the profile you need. Recruiting the wrong people, even with the right questions, produces unreliable findings. Platforms like CleverX maintain a verified panel across 150+ countries and let teams apply precise screening criteria, so the participants arriving at your focus group genuinely reflect your target audience.
For detailed channel-by-channel guidance, the post on focus group panel recruitment and sourcing strategies covers both traditional and digital recruitment approaches.
Related templates and frameworks
Once your discussion guide is ready, you may also need:
- A consumer research screener template to qualify participants before the session
- Guidance on top incentives for focus groups to improve show rates
- A comparison of focus group vs interview if you are still deciding which method fits your research question
If you are moving to online sessions, the how to run Zoom focus groups walkthrough covers platform setup, recording consent, and keeping participants engaged remotely.
Frequently asked questions
What is a focus group discussion guide? A focus group discussion guide is a structured document a moderator uses to run a focus group session. It lists the topics and questions to cover, suggests timing for each section, and includes probes to deepen responses. It is a guide, not a rigid script: a skilled moderator adapts it in the moment while keeping the session on track and on time.
How long should a focus group discussion guide be? A focus group discussion guide for a 90-minute session typically has 6 to 10 main questions across four or five sections. Shorter sessions (60 minutes) need fewer questions. The goal is enough content to fill the time naturally, with room for unexpected threads. A guide that is too long forces the moderator to skip important questions; one that is too short produces thin data.
What sections does a focus group discussion guide include? A standard guide includes an introduction and warm-up, three to four topical sections covering your core research questions, a synthesis or prioritisation exercise, and a wrap-up that invites final thoughts. Each section has a time allocation, a main question, and two or three follow-up probes.
How is a discussion guide different from a moderator script? A moderator script is fully written out and read verbatim. A discussion guide is a structured outline with key questions and probes, but leaves room for the moderator to follow interesting threads, manage group dynamics, and respond to what participants actually say. Most qualitative researchers prefer guides over scripts because they produce richer, less stilted conversations.
Who writes the focus group discussion guide? The discussion guide is usually written by the research lead, often in collaboration with the client or product stakeholder who defined the research objectives. A client-facing review before fieldwork is standard practice: it ensures the guide addresses the business questions and gives the client a chance to flag any missing topics before sessions begin.
How do I adapt this template for an online focus group? For online focus groups, shorten each section slightly to account for slower group dynamics on video calls, add a slide or stimulus share moment at the start to orient participants, and build in an extra minute per section for technical delays. You can also add a chat-based activity (for example, asking participants to type a word before the group discusses) to surface quieter voices.