Steps to Success
How to Watch
Focus Group FAQs
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Focus groups give clients a better understanding of their
target audience. Whether it's a marketer developing new products, an
employer improving employee satisfaction or a government agency educating the
public, qualitative research can provide insights that enable organizations to
better meet the needs of their target audiences. Focus
groups are commonly used to help marketers …
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Understand
purchase decision process, identify key customer benefits and discover unmet
needs
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Generate
ideas for new products and services
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Explore
reactions to concepts for screening and refinement
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Design
effective communication materials by getting feedback on alternative
prototypes (advertising, promotions, direct mail pieces, catalogs,
brochures, web sites, packaging)
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Hear
customer perceptions of company strengths and weaknesses compared to
competition
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Identify
key customer satisfaction factors to develop customer retention and employee
customer service training programs
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Explore
needs of new market segments prior to expansion
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Before
conducting a survey to help develop questionnaire (language, questions,
options)
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After
conducting a survey to help understand survey results
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For examples of GW focus group projects click on Group Examples.
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