“We are surrounded by data, but starved for insights.”
– Jay Baer, business strategist & author
Insights serve as the fuel for smart marketing campaigns, effective internal communications, and important product and organizational changes. Listening directly to your most important audiences is the best way to gain meaningful insights.
Focus groups are a staple of qualitative market research – and are one of the most effective ways to listen.
Most focus groups involve about 8-12 participants, who are screened to ensure they meet the characteristics of your key audience(s). Participants are paid for their time, often with a cash incentive. During the focus group, a trained moderator guides the participants through questions and conversations, facilitating the discussion to encourage honest exploration and probing of ideas and perspectives.
There are numerous market research goals that focus groups can help achieve:
1. Gain Valuable Consumer Insights
Invite current or potential customers to a focus group to get opinions on a new or existing product or service, messages or creative concepts, or even your organization overall.
2. Gain Valuable Insights about Competitors
Find out what your customers think about your competition. Do they prefer their product, service or messaging? How could your offering or organization be differentiated from theirs?
3. Enhance, Change, or Create a New Product or Service
Focus groups are a great way to obtain detailed opinions about a product or service. Insights can guide plans, validate/invalidate assumptions, and introduce completely new perspectives.
4. Improve Employee Experience
Focus groups are useful to look inside your organization as well. They are a powerful way to make employees feel heard, and to gauge how well leaders are engaging and inspiring the team.
5. Elaborate on Quantitative Research Methodologies
Quantitative research – surveys and questionnaires that result in data that can be generalized across broader audiences – often don’t provide detailed insights into why consumers or employees hold specific beliefs or exhibit certain behaviors. Focus groups can explore questions that data present.
Interested in learning more? Reach out to Tipping Point’s market research experts for more about Focus Groups.
Olivia Rotondo is a research and public relations coordinator for Tipping Point Communications. Contact her at (716) 374-0411, and at firstname.lastname@example.org