focus groups and qualitative market research company focus freelance uk - your freelance resource for focus groups at the best possible rate
Focus Groups Reveal Key Consumer Insights - What You Can Learn From Focus Groups
When you face a marketing problem, such as where to focus product development resources or how consumers make decisions within the category, focus groups are a popular market research solution.
Focus groups are group research discussions facilitated by a trained moderator, with real consumers who are carefully selected against an agreed profile. The purpose of focus groups is usually to gain detailed insights into consumers' purchasing and usage behaviour, including attitudes to your brand and competitors and reaction to new ideas for your brand.
New ideas can include: new products, advertising campaigns, promotions or category management tactics, such as point of sale.
A project normally consists of a number of focus groups, to account for the following factors:
To gain insights across more than one target consumer group e.g. heavy, medium and light users, pre-family, young family, older family and empty nesters etc.
More than one focus group of each profile is required, to ensure consistency of findings. If repeated groups express similar views, or highlight the same issues, you can be more confident in the findings
Focus groups should be conducted in at least two locations (south and north) to reveal any regional bias
Careful research design is key to ensuring that your project is focused on the critical target groups and issues. This enables the number of focus groups (and your costs) to be controlled!
Here are some examples of how focus groups have helped our clients:
Understanding the brand's customer base and identifying key decision-drivers and segments, to focus advertising and brand development budgets
Understanding shoppers' needs from the retail store, store usage, strengths and weaknesses versus other stores and priorities for significant store redevelopment expenditure
Understanding purchasing and consumption habits in relation to a food category and reaction to a series of new product concepts
Understanding the ability of an existing brand to stretch into a new category and gathering feedback from initial product testing
Understanding reactions to educational support/store loyalty programmes and new promotional concept testing
Understanding the delivery of the category seasonal offer, on a number of category dimensions and in relation to purchasing behaviour, within a complex market
focus freelance make your focus groups work for you by:
Ensuring that your research brief is understood and well interpreted
Designing your market research project around your budget
Involving and working with you at every stage to ensure that you gain the insights you need
Offering advice and practical interpretation, based on more than 15 years real marketing experience
In addition to focus groups, we also conduct quantitative research projects using face-to-face, telephone or internet based research methods. We also conduct accompanied shopping trips and market research within other 'real-life' situations. These can provide fully-rounded and robust research results, that can be put into practice with a high degree of confidence.
Real understanding, real
insights, real project savings!
focus freelance
has over 15 years marketing experience with leading brands. Your focus groups
will be designed, conducted and presented by a trained
qualitative market researcher, who has also commissioned and applied qualitative
market research for major brand development projects in senior marketing
positions!
Tel: 0113 322
6454 / 020 7993 6137
moderator@focusfreelance.com
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| What is qualitative market research? | How can focus groups work for me? | Working with a freelance market research consultant | Useful links & friends |
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| BSc(Hons) DipM Qualified | Trained & Affiliated | Real Marketing Experience |