Focus Groups may be a Disservice: Find out how to make it Effective
Problem
Market Researchers generally use focus groups in order to
conduct their studies; however, there are several flaws that can be incurred
when this happens, such as:
- Small number of candidates – if you find 6-8 candidates show up for your focus group you may be doing a disservice to your client unless they requested less than 10 people to show up for the interview.
- Inaccurate visuals – if the candidate doesn't see much of a product they may not be able to give you certain input that you and your client desire, such as: if you found this at your grocery store how likely would you purchase it compared to if you find it at a department store.
- Lack of enthusiasm – some participants may be too reserved to share what they truly feel in front of a group of strangers but would love to be heard by the company that is asking their honest opinion.
Solutions
It is possible to counter the problems with solutions to
gain the insight you need in order to effectively help your clients. Effective
solutions may include:
Invite a variety of candidates
– in order to get more accurate results it is suggested that you invite a
lot of candidates from each demographic profile you desire to interview. You
should also be prepared to accommodate the candidates if a high number show up.
Think outside the box
– get into the company’s store if they have one; allow your participants to
give you feedback about what they experienced when entering the store, the way
they feel when they see certain items, whether or not items can be more
appealing if put in a different location, etc.
Discreet keypad –
give your participants a keypad that will allow them to score what they feel on
a scale 1-100, enter in written responses when necessary and more. The goal is
to give them privacy yet allow some questions to be discussed as part of a
focus group.
Summary
If you desire to give your clients the best results possible
so, they can make the product that will help a variety of people or discard an
idea based on a group of participants responses then consider the
moment-to-moment wireless keypads solution. It’s designed to make your job
easier and to get the most out of every focus group. Contact us to find out how
to obtain a trial test kit that will allow you to view different features of
this software and clicker solution.
Contact PowerCom ARS
USA 57 West 38 Street 12 Floor New York, NY 10018
Call 1-212-997-2000 Toll Free: 1-877-374-6367
Fax 1-212-596-7184
Mail for Sales and Customer Service:
sales(at)powercomars.com
powercom(at)dsii.net
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