Conducting focus groups

Start by working in the general -ask them what they do, what their current issues and frustrations are, get some background. This will help establish a baseline.

Then ask them about their ideal.

Then show them the software and ask them if it addresses their needs.

James

How you approach this depends on the funding available to you. You might be able to contract out the work to an experienced Focus group company.

You might have face to face focus group meetings where you reward people with food/money to meet in a room and then discuss the product. You might want to film the interaction for later analysis.

Or maybe you will have to do it remotely via webinar/voice conference ( http://www.gotowebinar.com )and demo the software remotely.
Have one or more observers when you run the sessions.
To locate people have a look in your CRM/Help Desk System to see those people who are active users and contact them to see if they may be interested.