Davis Advertising—which operates Mass Central Research as a self-sustained division—can help you gather quantitative data when considering a new business rollout or product launch, by utilizing various surveys and other forms of data collection. However, quantitative information is most beneficial when supplemented with qualitative data, such as is garnered through focus group sessions. Such sessions require a well-trained moderator who asks a small, representative group of potential users pointed questions that provide actionable insights on consumer behavior and attitudes.
If you require customer insights into current or prospective products, services or ideas, interviewing a group of people can help identify the direction your company should pursue. Focus group interviews can help your company meet the unique needs of customers by creating a user-centric approach to problem-solving.
Focus groups can take many different forms, from product-oriented focus groups to customer-improvement focus groups and creative-thinking forums. A well-planned focus group with clear objectives can help your company determine the correct course of action to accomplish your business goals.
While our facility is set up to accommodate focus groups with as many as 15 participants, the ideal focus group is eight to ten individuals.
When should I conduct a focus group?
Focus groups are highly effective in collecting customer research information when a “deeper dive” is required. Focus groups enable market researchers to develop an in-depth understanding of consumers’ thoughts, motivations and opinions. Therefore, when a company seeks to assess its customer base’s understanding of the products and services being offered—or when a company needs to “fine-tune/adapt” a product to better meet the needs of its customers—a focus group is frequently the most effective tool available.
Information obtained from a focus group is different from a poll or survey, due to the way in which the information is collected. A poll/survey does not allow for elaboration on an expressed idea or provide the ability for the researcher to drill down for a deeper answer that might well refute a working assumption or fundamental hypothesis.
Therefore, whenever a business is considering a strategy shift that could affect the current customer base or expand the customer base into a new area, qualitative research should be mined from focus groups.