Over the years I have conducted countless focus groups where questions were posed and answers, insights were given. I like the catalytic nature of focus groups – new ideas and tactics are born from the conversations.
Recently a client approached me to conduct some focus groups for a new product concept. He is looking to the next generation of his product and is wise enough to know he needs to obtain relevant feedback from customers and prospects before he develops it. This will save him significant money by being in tune with the needs of his customer base.
Rather than conduct the traditional focus groups where we have the participants in the same room, camera going and the client behind the glass mirror, we are doing online focus groups. We still recruit participants but rather than a hour hour session, these are conducted over a three day period. The participants still spend an hour or so over the three days. They log in once or twice a day and answer our questions and comment on other participants comments.
I had never done these before, so I elicited the help of a master researcher, Mike Courtney of Aperio Insights. This is old hat for him – he has been doing these for years!
We now have completed 6 online groups for my client and I can say this type of research is very powerful. We have reached some conclusions based on this qualitative research approach and now will need to follow it up with quantitative research.
One feature of conducting the research over a three day period is you get to ponder what they participants are saying and ask further probing questions the next day.
So often once the traditional focus group is over and you are leaving the facility a great question comes to mind you should have asked. This new model solves that problem. And I am so grateful to have this new tool in my research arsenal.
I just wanted to share this technique with my readers. My client is “thrilled” with the results. It is giving him the direction he wants.
Now my question to you – are you tracking the heart beat of your customers and prospects? This year tremendous change has occurred, do you really know what is taking place on that front? Of course I would love to help you. If you have any questions, please feel free to contact me joycemckee (at) letstalktradeshows.com
