Focus Groups
I plan, direct and animate/facilitate small focus groups (up to 10 people) – in your office, studio, or over breakfast, lunch or dinner. The Focus Group is a qualitative research tool involving ‘open-ended’ questioning of a small group of respondents.
Focus groups are invaluable in getting quick ‘dip-stick’ feedback on broad or specific issues; ‘verbatims’ – the words people use in describing a product or service – are a guide for creative teams to develop promotional concepts – that may in turn be tested in further focus groups.
Selection of the group is crucial: for example, you might want a mix of people who are frequent users of a product or service, occasional users, non-users and those who are familiar, but have not used, or those who are critical.
For facilitating focus groups with customers, interviewing staff for podcasts or recording video voice-overs – Roger is in a league of his own. We have worked with Roger for a number of years and he is always a pleasure to do business with. His own travel experiences, business travel expertise, general wisdom and sense of humour are a winning combination.
David Eck, Executive Vice President – Marketing, Red Carnation Hotels
‘Success’ depends on the skill of the leader in ‘focusing’ the discussion, and the choice of participants. For example, a group of regular users of a product/service can offer guidance in how to attract like-minded people who might not have tried (or be aware of) the product.
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