|
Focus Groups
The leadership of a trained facilitator is crucial to the success of
any Focus Group research. Our goals are accomplished by keeping group discussions moving,
keeping the topics on track and ensuring that the participants are comfortable speaking
out. In this way we uncover many little known facts and opinions held by present and
potential clients and customers. Our facilitators have mastered the art of directing
discussions to fully examine the topics you want information about.
The questions presented in a Focus Group are much different than
those in a general survey. Questions are designed to be open-ended, leaving plenty of room
for participants to expand on their thoughts. These open but directed discussions lead to
the insights and ideas that would never surface in other forms of research.
Just as important as the facilitator is the group itself. The Zenith
Group carefully and objectively selects participants who will accurately represent your
total market, whether by geographic location, age, gender, present or potential customers,
or a combination of all elements. You are assured that the participants invited to give
their opinions will mirror your total target market.
Every Focus Group meeting is transcribed, which is valuable in the
final analysis of the results. Each group is also recorded on video and/or audio so that
all the information gathered is available to you as you make your decisions on what you
have learned.
Focus Group research is valuable in such areas as:
- Customer Impressions
- New Product Development
- Public Perception
- Advertising Assessment
- Message Testing
- Psychographic Research
|
