focus%20groups%20091008-5

focus%20groups%20091008-5 - Connecting Companies With Their...

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Qualitative Research And more specifically….focus groups For: Leeds School of Business September, 2008 Connecting Companies With Their Customers QuickTimeª and a decompressor are needed to see this pic
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September 2008/Page 2 Connecting Companies With Their Customers QuickTimeª and a decompressor are needed to see this pi Focus groups What is the objective? Gather insights about our topic. Good things about focus groups… It is a great way to get the company (senior executives) to see their customers in action, talking about them and their products and services - live. Executives don’t typically get down and dirty with the consumer. They tend to think that they are consumers themselves and therefore really understand their customer…until they go to a focus group and see them for real. Focus groups are a good way to get insight from customers that is much deeper than what you can get in a survey. Depth of information is what we are trying to get out of focus groups.
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September 2008/Page 3 Connecting Companies With Their Customers QuickTimeª and a decompressor are needed to see this pi Focus groups are good for…. Focus groups are good for the following objectives: Getting a depth of information from a few people; Having people react to an idea or concept and discuss that reaction Explore or dig deep on a topic; Rebuild an experience or have discussions around an experience to remember and pick it apart Get a quick glance at how people might react to something. Develop a broad and lengthy list of customer needs Focus groups are NOT good for…. Generating new product ideas. People are really bad at this - “star trek and cell phones…”
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September 2008/Page 4 Connecting Companies With Their Customers QuickTimeª and a decompressor are needed to see this pi Caveats Caveats about qualitative research. . It isn’t quantitative and therefore is not representative of the market. • The back room is very quick to react to the ramblings of one lunatic in the focus groups and change the entire direction of the company based on one flip comment. Focus groups are a poor substitute for your own thinking. People outside of your business are really bad at coming up
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focus%20groups%20091008-5 - Connecting Companies With Their...

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