This paper discusses the use of focus groups to investigate criteria used by college students to determine their satisfaction with higher education, and presents the results of a pilot study. It reviews research on the use of focus groups, discusses the development of a focus group guide for the current study, and examines problems associated with recruiting students to participate in focus groups, such as incentives for volunteers and no-shows at group sessions. The paper discusses the role of the rapporteur and the scribe in group sessions, as well as the actual conduct of the sessions. The pilot study found that the overall undergraduate student criterion for determining satisfaction or dissatisfaction with their college experience at a regional university included: (1) finding pride and inner satisfaction with accomplishments; (2) a flexible curriculum; (3) a university with status and prestige; (4) a university degree that opens the door to career opportunities; (5) the encouragement of student involvement; (6) a caring faculty; (7) an opportunity for independence; (8) a student-oriented university administration; and (9) a university experience that provides an opportunity for growth and development. An appendix contains a copy of the focus group guide. (Contains 21 references.) (MDM)