A focus study group is a qualitative marketing research technique performed to test products, services, ideas, packaging, pricing, advertising, concept, or any other marketing activity that a company may be willing to undertake. To understand the value of focus study groups in your business, you must know its three main advantages:
They favor the launch of new products
Once the dialogues occur, they can offer important information for the development of new products or services that really appeal to the target audience, leading to increased sales.
They are useful for the Rebranding process
If your brand is no longer able to attract the public in the same way that it did a few years ago, it may be time to tackle rebranding. For these changes to be positive, the responses obtained in the focus group exchanges can guide the best course.
Direct Digital Marketing Tactics
The first step of a digital marketing strategy is the creation of the buyer persona, precisely to reach the desired audience. In this way, focal conversations can make it clear what the public really wants to consume and this data will serve as the basis for your digital marketing tactics.
How does a focus study group work?
Before doing a focus study group, it is essential to have a well-structured marketing plan, as this can help to verify if the focus group is going in the right direction. Once the plan is formulated, it is easier to verify which points need to be adjusted, an issue that is usually addressed in focus groups that often present the stages that we will mention below:
Definition of the problem
Like the sales funnel, the focus group originates from a problem. So, try to check which one you need to solve about creating a focus group.
Choice of participants
After defining your focus group goals, the next step is to figure out how many participants you need. It is a priority that these are chosen correctly. For that, it is worth knowing certain resources If you have a customer list or a base of leads, this can be super useful because it reduces the time spent finding participants, mainly because people who have used products or contracted services will be more willing to collaborate with the brand.
You can invite friends, relatives, and acquaintances. Tell them what the objective of the focus group is and why their participation is important.
If you attend digital marketing events or others in which it is easy to find your audience, take advantage of that opportunity. You can participate in these events as a guest, sponsor, or host. The main advantage of these events is that you and your audience are in the same place at the same time, avoiding scheduling dates and times, as well as logistical risks.
Another way is to publish announcements so that people are ready to participate in your focus group, this will increase the number of candidates and you will have more options of members for the group. The criteria that you should use to select them are to choose the individuals that fit the objectives of the group. Ideally, participants should be diversified, but they must participate in your market.
Selection of observers
The employees of your company, in case they do not participate in the focus group, can act as observers. However, it is important to prioritize the selection of the collaborators who are most suitable to participate in the meetings.
Plan the dialogue
Besides bringing the participants together, it is necessary to plan how the conversation will be carried out. Next, look at the main points you should consider:
You must understand that focus groups are not informal conversations like we have between groups of friends. Therefore, it is necessary to lead the dialogue on the right path, taking great care to achieve the objective. This work is done by the moderator. The moderator should let the participants relax, facilitate discussions, and ask questions that guide them toward meeting the focus group objective.
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