Church Listening Groups

Strategic church focus groups that reveal perception, language, and ministry blind spots

Why church listening groups must come before branding decisions

DISCOVER THEIR HEARTS

Before a church brand is clarified, before messaging is sharpened, and before a communication strategy is built, every church needs to understand one thing through church listening groups: current perception.

Church listening groups allow us to hear directly from your congregation using their words, not leadership assumptions. These professionally facilitated church focus groups uncover why people came, why they stay, what frustrates them, and what they quietly hope will change. Without this insight, churches often fix the wrong problems or unintentionally break what’s already working.

What are church listening groups?

Church listening groups, sometimes called church focus groups, are one-hour, professionally moderated conversations with carefully selected participants from your congregation or community.

These sessions are led by an outside consultant so people feel free to speak honestly. We don’t defend. We don’t explain. We listen.

Questions explored in our church focus groups

Every set of church listening groups is designed to surface both emotional and practical insight, including:

  • What brought you to this church?

  • What keeps you connected here?

  • What do you believe this church is known for?

  • What would you change if you could?

  • What keeps people from attending more often?

  • Why do people leave?

  • Are we communicating enough, too much, or poorly?

  • Is the church missing something important?

These are questions leaders rarely hear answered honestly. Church focus groups create space for truth.

Why church listening groups are foundational to church branding

A church brand should never be built in a vacuum. Leadership perception and congregational perception are rarely the same.

Church listening groups reveal:

  • What must be protected

  • Where trust gaps exist

  • The language people naturally use

  • Early indicators of future ministry direction

Church focus groups ensure you don’t break what’s working while trying to fix what’s unclear.

Church Listening Groups - Hear their Hearts

Church listening groups as part of our church branding process

Church listening groups are a core part of the Be Known For Something® Church Branding Framework, alongside:

  • Community demographics research

  • Church Secret Shopper experience

  • Brand and website audits

That said, many churches engage us only for church focus groups when clarity is needed before change.

Schedule church listening groups

12 Discoveries from the unchurched listening groups

Free Download

After decades of listening to unchurched, community focus groups, the Be Known for Something® team compiled 12 EYE-OPENING DISCOVERIES that every church needs to hear.

DOWNLOAD FREE PDF

Preparation for Church Listening Groups

Inviting your church listening groups

If you’re part of the Be Known For Something® Church Branding Package, three church listening groups are included.

Recommended groups from your congregation:

  • Group 1: Millennials (born 1982–2001)

  • Group 2: Gen X / Survivors (born 1961–1981)

  • Group 3: Boomers (born 1943–1960)

Optional community church focus groups
Participants not connected to your church often reveal the clearest perception gaps.

Investment: $950 – 1300 per additional group

Requirements for each church focus group

  • 8–10 participants per group

  • One-hour session

  • 30 minutes between sessions

  • Random selection. No cherry-picking

  • No church leadership present

  • Leadership welcomes participants and introduces Mark MacDonald

  • Snacks or drinks encouraged

Room requirements for church listening groups

  • Quiet, distraction-free location

  • Chairs in a circle or around a table

  • Moderator seated within the group

  • Power outlet near moderator

  • Sessions recorded for internal note-taking only

  • No comments personally attributed

Inviting people to church listening groups

Phone calls consistently work better than email. Start early and follow up close to the session date. Some churches offer gift cards as a thank-you, which is optional but appreciated.

Sample invitation scripts

Congregation Script:

[Invitee], [church name] has been working on communication material to serve our membership and community well. We’re getting a small group of people together to ‘pick their brains’ about life and how our church is or isn’t involved. We’ll also discuss communication preferences. 
 
I think you’ll be great for that group.
 
We’ve asked an outside consultant to conduct the meeting so everyone can freely share. Would you be willing to do this? 
 
It’ll be for only 1 hr on [date/time]. We’ll meet at the church in [indicate room]. 
 
Thank you so much! Let me know if you have any questions. Can I add you to the list of people attending?
 

***Community Script:

[Invitee],  our church, [church name], has been working on communication material to serve our community well. Your name was mentioned by [referral] to be part of a small group who, like you, aren’t connected to our church but you understand our community. 
 
Will you join them? An outside consultant will ‘pick your brain’ about life and how church is or isn’t involved. We’ll also discuss communication preferences.
 
Would you be willing to do this? It’ll be for only 1 hr on [date/time]. If you’re interested, we’ll meet at the church. Someone will meet you inside the front door to show you to our room. 
 
Thank you so much! Let me know if you have any questions. Can I add you to the list of people attending?
ASK Questions

Church listening groups FAQ

Are church listening groups the same as church focus groups?

Yes. “Church listening groups” emphasizes posture. “Church focus groups” is the familiar research term.

Are church focus groups confidential?

Yes. Individual comments are never attributed. We report themes, patterns, and language.

Why shouldn’t leaders attend church listening groups?

Leadership presence filters honesty. Effective church focus groups require psychological safety.

How many church listening groups do we need?

Most churches benefit from three. Larger churches may require more.

Are church listening groups better than surveys?

Yes. Surveys show what. Church focus groups reveal why.

Can we do church listening groups without full branding?

Absolutely. Many churches start with church focus groups to gain clarity before next steps.

more FAQs