Plan and moderate a focus group

Help me plan and run a focus group. What we want to learn: [RESEARCH QUESTIONS - e.g. "why trial users don't upgrade", "reaction to new packaging"] Decision this will inform: [WHAT WE WILL DO WITH THE RESULTS] Who we need: [PARTICIPANT PROFILE, who to exclude] Format: [in person / online, number of groups, length] Stimulus to show: [concepts, prototypes, ads, packaging, none] Incentive and budget: [DETAILS] Deliver: 1. Whether a focus group is the right method, or if interviews or a survey would answer this better. 2. Recruiting screener: 8-12 questions that qualify the right people without revealing what we want to hear. 3. Discussion guide with timings: warm-up, broad exploration, specific topics, stimulus reactions, wrap-up. Use open, neutral questions. 4. Techniques to get honest, varied opinions: individual writing before group discussion, projective exercises, ranking tasks, asking for disagreement, how to handle a dominant participant and draw out quiet ones. 5. Moderator rules: avoid leading questions, do not defend the product, watch for groupthink and politeness bias. 6. Logistics and ethics checklist: informed consent, recording permission, observer etiquette, data privacy. 7. Analysis template: a table for themes, supporting quotes, how many participants raised each point, and implications, plus a note on what focus groups cannot tell us (they show reasons and reactions, not how many customers feel this way).