Focus group methodology in a field demonstration setting was used to obtain qualitative data on the perceptions of family forest owners relating to treatment efficiency and feasibility of herbicide control methods. Interviews took place on sites where various strategic herbicide treatments were implemented for Chinese privet (Ligustrum sinense) control using the active ingredients glyphosate and metsulfuron. Forest owners expressed unease about the possibility for post-treatment privet reestablishment due to reseeding or other factors and opinions surfaced calling for selective chemicals or application methods that would spare non-target species. Furthermore, treatment cost effectiveness with regard to timber value, the possible need for expensive multiple treatments, cost-share incentives, and treatment guarantees from herbicide applicators were participant concerns. Environmental concerns surfaced about possible effects of both herbicide use and the invasion of privet on natural systems and an unexpected result was a strong feeling among the forest owners that focus groups are a powerful demonstration tool.