When yes/no or multiple-choice answers do not suffice--when a qualitative understanding of a topic rather than a quantitative head count is needed--it is time to consider focus groups. They work well when learning why, how, and what for is more important than measuring how many. Focus groups are primarily an open-ended form of inquiry, enabling one to probe below the surface to get more than just top-of-mind responses. And it can be powerful to hear up close and in person what alumni or other constituents have to say, in their own words. The data that can be gathered from focus groups is well worth the effort. And while focus groups aren't rocket science, they do require careful planning. In this article, the authors discuss some issues to keep in mind.