Focus Groups
Simply put, a focus group is the smart way to listen to your customers or potential customers.In a controlled round-table discussion of 10 to 12 participants matching specific demographic characteristics, a professional moderator skilled in provoking response and input leads adiscussion. The results of focus groups give insight into why a client's target market wants or needs its product or service.
Focus Groups:
- Are a powerful tool in examining customer attitudes and satisfaction levels;
- Provide a systematic way to identify and understand the underlying attitudes and opinions that affect the success of your products and business;
- Assist in developing ideas, concepts, recommendations, product promotions and endeavors;
- Provide valuable insight into customer reactions toward positioning; and
- Assist businesses in developing a more powerful and persuasive marketing approach.
Perhaps the biggest benefit of focus groups is the snow-balling effect. In a group setting, acomment by one individual can trigger a chain of responses from other participants. As a result, responses are often more spontaneous than those received in one-on-one interviews and new ideas often come into the discussion. At New South Research, we diligently follow a seven step process to ensure the effectiveness of the focus groups. Once we've completed and summarized ourfindings, you'll know -- firsthand -- exactly what customers are thinking and feeling.