Generic Clearance for the Collection of Qualitative Feedback on SBA Service Delivery

Focus Group
Creative Concept Testing

Purpose
The purpose of these online focus groups is to test creative concepts for the U.S. Small Business
Administration. Focus groups are a useful and efficient research tool for obtaining immediate
audience input into an overall creative concept. These focus groups will help us test draft
creative concepts for the SBA such as logos, and printed marketing materials.
Methodology
Creative testing will be conducted on behalf of the U.S. Small Business Administration by
contractor Marketing Maven and its subcontractor ThinkNow Research. They will execute 9,
online group sessions up to 60-minutes in length each that will be conducted among small
business owners and aspiring business owners across the United States and its territories. During
this one-hour session, creative concepts/items (no more than five) will be presented to
participants where they will be asked to evaluate them and provide feedback.
We will recruit 12 respondents per group in the hope that 10 participate and each will receive an
incentive of $75 for their cooperation. These participants will be recruited by professional
qualitative research recruiters, most of whom have pre-identified business owners in their
database of respondents. Recruiters will reach out to potential participants via telephone or email
and similar to the quantitative study, all participants will need to answer a screener to qualify for
the research.
The online focus groups can be observed in real-time and transcripts of the discussions will also
be available.
Rationale
Qualitative testing will allow us to collect in depth data and details about the small business
owner’s behavior, emotion, and personality characteristics that quantitative studies cannot match.
Having the focus group online will help streamline the testing process and reduce overall costs.

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Focus Group
Creative Concept Testing
Part A: Screener
SCREENER
Hello, my name is ______________ with ThinkNow Research, an independent marketing
research firm. We are not selling anything or asking for donations. We are looking for people to
participate in an online group discussion to test creative concepts on behalf of the U.S. Small
Business Administration (SBA) to identify the best idea before designing materials. If you would
like to volunteer and are selected, you would earn $75 for participating in a 60- minute online
group discussion. May we take 5 minutes to ask you some questions to see if you’re a good fit?
1. No – THANK THE PERSON AND TERMINATE PHONE CALL
Do you have regular access to a computer with high-speed internet which you can use for
personal purposes? (This study cannot be done on a mobile device or tablet)
1. Yes – CONTINUE
2. No – TERMINATE
S1.

Have you ever been or are you considering becoming a small business owner or
managing a small business? (If no, thank and end. If yes, verify they are either a CEO,
COO, or CFO, i.e., holds a decision making role in the business.)

S2.

In what stage of entrepreneurship do you currently consider yourself? Please select
one.
a. INTENDING TO START OR TAKE OVER A BUSINESS within the next 1-2
years (i.e., has actively taken one or more steps to start a business such as
investigated how to start, sought counseling, or is planning to take over the
management of an existing small business, etc.)
b. A START UP (i.e., has been in business for up to 12 months, is likely
registered, owner may have other sources of employment, business may bring
in limited or no revenue)
c. “YOUNG” SMALL BUSINESS/SURVIVAL STAGE (i.e., has been in operation
at least a year, likely at least 1-3 years, may have employees other than self,
likely has acquired debt or equity capital to sustain itself, has a continuous
revenue stream)
d. “MATURE” SMALL BUSINESS (i.e., has been in operation at least 3-5 years,
is self-sustaining/has a constant revenue stream, employs at least one other
employee, and owner has no other employment)
e. FORMER SMALL BUSINESS (i.e., use to own a small business but closed or
sold the business within the last 5 years)
f. NONE OF THE ABOVE – THANK & TERMINATE

S3.

What would you describe as your primary business goal within the next 3-5 years?

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a. Start a business.
b. Grow my business.
c. Business survival/stay afloat/stabilize.
d. Maintain current business size/revenue.
e. Close or sale of current business.
S4.

[SP]
S5.

How many years has your company been in business?
1. Less than 1 year
2. 2-4
3. 5-9
4. 10-19
5. 20 or more

OWNER: In what state is the majority of your business operations located?
ASPIRING OWNER: In what state will the majority of your business operations be
located?
[INSERT DROP DOWN BOX WITH 50 STATES]

[SP]
S6.

[SP]
S7.

[MP]
S8.

S9.

How old are you?
1. Under 18 - TERMINATE
2. 18-29
3. 30-39
4. 40-49
5. 50 or older

What is your gender?
1. Male
2. Female
3. Prefer not to answer

Which of the following best describes you? You may select more than one response.
1. American Indian or Alaska Native
2. Asian
3. Black/African-American
4. Hispanic/Latino
5. Pacific Islander
6. White (non-Hispanic)
7. Other
8. Prefer not to answer
Are you now or have you ever served in any branch of the U.S. Armed Forces,
including the Coast Guard, the National Guard or a Reserve component of any service
branch?
1. Yes
2. No

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Articulation Question:
(Rationale: As part of the screening process for the online discussion boards, an articulation
question is included in the screener in order to ensure that the respondent is able to
communicate well enough in English to engage in the group discussion.)
Almost done! What is your favorite television series or movie and why?

IF RESPONDENT CANNOT ARTICULATE A “WHY” ANSWER, TERMINATE.
These are all the questions we have for you today. It looks like you are a good fit for this group
discussion.
 This 1-hour discussion will take place on [FILL IN DATE AND TIME].
 Another member of my team may be calling you to confirm some of your answers and
following up with an email confirming the date and time of the discussion, as well as the
login information you will need to participate.

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Focus Group
Creative Concept Testing
Part B: Discussion Guide
I. Research Overview (2 minutes)






Introduction to the online/virtual format, all housekeeping issues, all rules,
detail that there are no right or wrong answers, etc.
Purpose of research: To understand your perspectives on owning your own
business and to evaluate your reception of a creative concept or idea that is
targeted towards small business owners.
Procedures/Confidentiality:
o This discussion utilizes an independent researcher
o We will be spending 60 minutes together
o There are no right or wrong answers
o All information gathered, including audiotaping, remains confidential
o These results from this discussion will only be for the internal use of
the client, the Small Business Administration (SBA).
Before we continue, please note that we may not ask you to participate in this
discussion group without the approval of the Office of Management and
Budget (OMB). The SBA obtained that approval under OMB Control Number
3245-XXXX. If you have any comments or questions about the estimated 60
minutes it will take to participate, please write to Small Business
Administration, 409 Third Street, SW, Washington DC 20416, or the SBA
Desk Officer, Office of Management and Budget, New Executive Office Bldg.,
Rm. 10202, Washington, DC 20503

II. Participant Introduction (5 minutes)


Let’s go around and do quick introductions. Tell me your name, where you’re
calling in from, the type of business you own, and the number of years you
have been in business.
Aspiring Business Owners: Tell me your name, where you’re calling in from
and the type of business you would like to own.

III. Awareness/Familiarity with SBA (10 min)


Who has heard of the SBA?
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o
o
o
o



How did you initially hear about the SBA?
Which specific services and/or programs do they provide?
What kinds of businesses use their services/programs?
Have you used their services and/or programs?
o If so, which ones?
o What is your opinion of those services or programs?

What has been your experience with the SBA?
o What is your overall opinion of the SBA, whether you’ve used them or
not?
o Would you recommend the SBA to small business owners? Why or why
not?

IV. Evaluation of Creative (30-40 min)


I’m going to read you a short description of the SBA:
The Small Business Administration’s mission is to maintain and strengthen
the nation’s economy. This is achieved by enabling the establishment and
vitality of small businesses and by assisting in the economic recovery of
communities after disasters.
o
o



What do you think about that mission?
Which services and/or programs would you expect an agency with that
name and mission to provide to entrepreneurs?

Now I’m going to show you some new X (e.g., creative ideas, concepts,
messages, taglines, visuals) for the SBA and I would like your honest
feedback on each one.

SHOW CREATIVE IN ROTATION
QUESTIONS TO ASK OF EACH:
 What is your first impression of this X (message, tagline, ad, visual, etc.)?
 What is it telling you? Is the message clear?
 What do you like about it?
 What do you not like about it?
 Is anything confusing?
 Does it fit with your new image of the SBA? How?
 How, if at all, does it change the way you feel about the SBA?
 TELL PARTICIPANTS ABOUT THE ULTIMATE PURPOSE OF THE
CREATIVE, AND PROBE: Is it meeting its purpose?
 What, if anything, is missing?
 What would make the message clearer or more relevant to you?
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AFTER ALL HAVE BEEN TESTED:
 Now that you have seen them all, which one would you say is most relevant
to you? Why that one?
o Which one is least relevant? Why that one?
CLOSING
Those are all the questions I have. Does anyone have something they would like to
add?
That concludes our discussion. Thank you all very much for your participation. I hope
this was an enjoyable experience.

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