Use of Focus Group in Events Management

In attempts to satisfy the needs of guests, one powerful tool to use is five senses in a focus group. When designing an event environment, it is essential to combine the five senses auditory, visual, taste, and smell and tactile in satiating the guest’s needs. According to Goldblatt (2011), the olfactory system creates creative reactions and instant emotional for guests. Smell is the most dominant sense as it always produces déjà vu feeling where it generates an emotional response. Every guest has a sense that they primarily rely on either visual, hearing, smell or taste.

It is, therefore, important to survey guests in determining their primary sensual stimuli and sensitivity level in creating a sensory event that is effective. In an event, it is important to design a sound system while communicating with guests to capture their attention. It is important to gauge the volume of the sound system so as to meet the audience needs. Another important sense is visual cues which are essential for Generation Y and baby boomers that are raised in front of TV sets. As a group, it is important to orient the guests while providing clear direction.

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The focus group will be formed by eight members and will involve preparing a banquet for a bunch of royal visitors. The banquet table requires a cloth with a touch that illustrates a royal gala. The group will perform a blindfold test so as to select the right fabric for the banquet. Stretch fabrics will be used to cover seats and tables to give a dazzling look for the event. Regarding taste, the catering team plays a crucial role in establishing a strong sensory feeling.

Use of the Focus Group

The group will determine the sound system to be used, volume and the type of music to be employed in the banquet event. In the eight members in the focus group, all departments will be included including the catering department. This will assist in determining the type of food, cuisine or meal to be prepared for the guest. The meal of choice will be determined by the type of guests present in the event. Visual cues for the guest will be promoted using the organization’s logo to sponsor the event.

The focus group will also assist in designing a cloth to promote touch that will promote the quality of the banquet. Different types of linen will be provided to assist the group in choosing the best linen and color for the event. One of the exceptional items that can be used to increase the sense of touch is sculptware. One design that can be used is the use of fabrics to cover tables and chairs to give a dazzling look. It is the focus group responsibility to decide on the color to use on the seats and the table that will match the event.

Conducting the Focus Group

The focus group will be carried out by a moderator and assistant moderator. The moderator will facilitate the discussion while the assistant records the group discussion while taking notes. The participant will be requested to fill a consent form. The focus group commences by the moderator and the assistant introducing themselves. They will then explain their topic, the use of the discussion results and the reason why the group was specifically chosen. The moderator will guide the discussion. Every group member will be given a chance to contribute to the group discussion. The facilitator will conduct and cordinate the group to ensure every member contributes to the discussion



Top of Form

Goldblatt, J. J. (2011). Special events: A new generation and the next frontier. Hoboken, N.J: Wiley.

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