focus groups and qualitative market research from focus freelance uk - your freelance market research consultant
How Can Focus Groups Work For Me?
Focus groups allow you to select a group of real consumers and gain detailed insights into their purchasing and usage behaviour, attitude to your brand and competitors, and reaction to new ideas for your brand.
Consumers are carefully selected by important criteria such as sex, age, presence of children and usage level of your category for each focus group. Between six and eight respondents, who match the same profile, make up a focus group.
A focus group project normally consists of at least six groups, to account for the following factors:
To gain insights into more than one target consumer groups e.g. heavy, medium and light users, pre-family, young family, older family and empty nesters etc.
More than one group of each profile is required, to ensure consistency of findings
Focus groups should be conducted in at least two locations (south and north) to reveal any regional bias
Careful research design is a must, to ensure that your project is focused on the critical target groups and issues. Without this, the number of focus groups (and your costs) can easily multiply!
Once research objectives have been agreed and clarified, focus freelance (or your market research agency) will develop a discussion guide that sets out the format of the focus group interview and key questions/issues that will be explored and reported on during the market research study. Your focus group moderator (or research agency) will work with you to develop the necessary supporting materials, such as concept boards, competitor products and media examples. These materials will be introduced to the focus group on a rotational basis. This is to ensure that no fair or unfair advantage is given to concepts tested first, last or after another one.
Your focus groups will be conducted at the agreed locations, either at a research viewing facility or within an in-home environment. At the beginning of the focus group your moderator will explain the confidential nature of the interview and what recording facilities are present. Digital audio is retained for all focus group discussions, for further analysis. The personal details of focus group respondents cannot be passed on to the client and respondents cannot be contacted after the interview, except under prior arrangements e.g. for in-home product tests.
Focus groups normally last for approximately 1hr 30mins, during which time your moderator will facilitate individual and group feedback around the discussion guide, using open ended questions, group exercises and probing. At the end of the group clients may ask for clarification via additional questions submitted to the focus group moderator.
Upon completion of the focus groups a "top line" summary will be available and a more detailed analysis and presentation will presented around five days later.
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
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
 |
 |
 |
 |
| What is qualitative market research? | How can focus groups work for me? | Working with a freelance market research consultant | Useful links & friends |
 |
 |
 |
| BSc(Hons) DipM Qualified | Trained & Affiliated | Real Marketing Experience |