UNDERSTANDING FOCUS GROUPSSuccessful businesses know the importance of staying in close touch with their current and potential customers. Since opinions and perceptions can change rapidly, it is imperative to know how customers perceive and evaluate products, advertising, customer service, and new ideas. It's also important to know how they perceive the products, advertising, customer service, and new ideas of competitors! For companies wanting to increase their market share, it is important to stay in touch with consumers or clients who should be using your products or services, but are not yet customers.
One of the best ways to receive meaningful feedback from customers is through a series of focus groups. Focus groups are discussions that include carefully selected groups of individuals that reflect the exact types of persons needed for measurement. Typical focus groups include 8 to 10 participants.
The agenda is determined in advance by the client and researcher, and led by an experienced moderator who keeps the discussion free-flowing while addressing all the major research questions. The groups are audio and video taped so that the information can be carefully analyzed and reviewed again at a later date. During the entire group, you and your colleagues have a front row seat behind a one-way mirror that allows you see and hear the groups, while remaining invisible to the participants.
Focus groups allow a unique insight into consumers and customers' perceptions. They are an excellent method of why people believe and behave as they do.
Following the groups, Market Trends Research provides a complete analysis and report, summarizing the results of the groups, including extensive verbatim comments from participants, recommendations for future marketing strategies based on the results, an executive summary, copies of the focus group videotapes, and assistance in implementing the results.
There is no substitute for hearing the perceptions of customers talking about your products and services, and those of your competition. Focus groups are the answer to many of the questions that all companies have!
Market Trends Research can prepare and conduct focus research anywhere throughout the United States and throughout the world.
Market Trends Research Incorporated
303-823-5811 / 727-421-6214
info@MarketTrendsResearch.com
© 2000-2007 Market Trends Research Inc.