Focus Group

Examples of Focus Group in the following topics:

• Customer Feedback

  • Customer feedback can be collected via direct conversations with consumers, telephone or focus group interviews, surveys, and online communities.
  • Focus groups: This involves gathering a number of customers, sitting them down, and discussing a range of issues relevant to a company's business.
  • In-person focus groups and one-on-one interviews are helpful tools that provide explanation of product or consumer-related issues because you are going to the main source directly .
  • Customer feedback can be gathered via focus group discussions that elicit their opinions and inquire about their experiences.

• Collecting Data

  • Field work, or data collection, involves a field force or staff that operates either in the field, as in the case of personal interviewing (focus group, in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing/CATI), or through mail (traditional mail and mail panel surveys with pre-recruited households).

• Quantitative vs. Qualitative Research

  • For example, in the social sciences, qualitative research methods are often used to gain better understanding of such things as intentionality (from the speech response of the researchee) and meaning (why did this person/group say something and what did it mean to them?).
  • In a focus group, a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a specific product, service, concept, advertisement, idea or packaging.
  • It is conducted in an interactive group setting where participants are free to talk with each other.

• Marketing Orientation

  • Generally, companies gather this information using market research, consumer surveys, and focus groups with prospective customers to identify needs, preferences, as well as competitor strengths and weaknesses.
  • As stated, the most important focus in a market-orientated business is the customer.
  • A company adopting a marketing orientation must focus on the desires of its customers.

• Focus of an Advertisement

  • The focus of an advertisement must say to each reader or viewer: Buy this product, and you will get this specific benefit.
  • Advertisers use many methods to gain information about this group, including demographics, psychographics (how the target thinks), and focus groups.
  • Several models help define the focus of advertisement.
  • Outline the mindset and rationale of advertisement focus within an advertising campaign

• Target Market Characteristics

  • For example, in Japan where they don't have ovens, companies such as Betty Crocker would not focus their products in this geographic target market.
  • A demographic or socioeconomic target market would focus on a specific gender, age group, income level, or education level.
  • For example, Plato's Closet, a consignment store for young adult clothing, would focus on the teen and young adult demographic.
  • Irish Spring would focus on a male demographic.

• Identifying the Target Market

  • In marketing and advertising, a target audience is a specific group of people within the target market at which a marketing message is aimed at.
  • Target markets are groups of individuals separated by distinguishable and noticeable aspects.
  • Select the target audience - The customers are grouped based on similar needs and benefits sought by them through the purchase of a product.
  • A target audience can be formed of people of a certain age group, gender, or marital status.
  • Other groups, although not the main focus, may also be interested.

• Concentrated Targeting

  • An organization that adopts a concentration strategy chooses to focus its marketing efforts on only one very defined and specific market segment.
  • They can focus all of their efforts to satisfying the needs of one group and do it well.

• Training Programs

  • The personal selling may focus initially on developing a relationship with the potential buyer, but it will always ultimately end with an attempt to "close the sale. " It is one of the oldest forms of promotion.
  • It's much less effective to focus and emphasize a person's weaknesses because that only acts to help discourage and reduce self-esteem.
  • Effective training programs includes group role-playing.

• Developing a Market Segmentation

  • This allows them to focus all of their efforts on a single segment.
  • In the concentration strategy, a company chooses to focus its marketing efforts on only one market segment.
  • This strategy is advantageous because it enables the organization to analyze the needs and wants of only one segment and then focus all its efforts on that segment.
  • Foreigners within the same demographic group can exhibit very different psychographic profiles.
  • Consumers are divided into groups according to their knowledge of, attitude toward, use of, or response to a product.