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.
Trends Research Incorporated
303-823-5811 / 727-421-6214
© 2000-2007 Market Trends Research Inc.