ETIP #26

Focus on what consumers want with a focus group

Focus on what consumers want with a focus group
Get in some face time with your customers by conducting market research with a focus group. Essentially, a focus group is a way to receive constructive feedback directly from your customers or potential customers. Focus groups are used in planning, marketing and evaluation by answering questions that will help you improve your company’s product or service. Focus groups can help you resolve existing issues or even generate new ideas. However, it’s important you use focus groups for directional research, such as testing assumptions and determining consumer trends, attitudes and thought processes. For example, if you were running a hospital you might ask, “How do you choose a hospital?” Some people might answer that they base their choice on “Parking,” “Awards,” or “Location.” On the other hand, a focus group is too small a pool for definitive research, such as finding out the percentage of people who choose a hospital based on the amount of parking. For that, an online survey would serve you better (Customer Surveys). Finally, it’s important that you hire an organization that knows what they’re doing in this arena. A good moderator is critical, or your focus group might turn into a free-for-all. Usually, we’re all for “free” – but not in this case.