Lever of product marketing research - focus group from the branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine. Order marketing services, marketing strategies for business promotion

Lever of product marketing research - focus group from the branding agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine. Order marketing services, marketing strategies for business promotion

 

Focus groups act as a way of thorough marketing research, during which a discussion and a survey of the moderator are carried out. This process looks like a dialogue between all participants in the focus group.

Such interviews are carefully prepared in advance. It is necessary to think over a scenario and a list of questions for processing. In the course of the discussion, intermediate questions will certainly arise, consideration of the views and fundamental positions of all respondents.

A focus group is formed in order to conduct high-quality marketing research and determine the preferences of the consumer and his attitude towards your brand. Thus, it is possible to highlight the competitiveness of a product or service. The focus group also analyzes scenarios of consumer behavior, which characterizes the frequency of purchases and parameters of choice.

 

Classic focus group methods

 

Research in this way is necessary for:

  • obtaining information;
  • acquaintance with the market;
  • listening to the audience.

 

What the method defines:

  • the degree of significance of certain qualities and parameters of the product;
  • weak sides;
  • work on bugs.

At the same time, the participants listen to comments, real cases from life. Focus groups identify what is wrong with a service or product, suggest possible options and solutions to problems, assess customer needs, but do not indicate the need for a solution.

 

Focus group classification options:

  • duration - the standard time is 2 hours, in the extended schedule - 3 hours;
  • number of accomplices - minimum 4-5 people, standard - 10-12 people;
  • the purpose of the study.

 

Advantages of the technique:

  • multifunctionality and flexibility of methods;
  • the ability to observe the reaction of an individual participant and the whole group at the same time;
  • visualization of situations.

 

Method flaws:

 

  • subjectivity of the moderator's opinion, which can influence the overall decision of the focus group;
  • the personal characteristics of the psyche of the participants, this is especially evident during the research of medical products or hygiene products;
  • selection criteria for participants.


Selection of participants for the future focus group

 

The organization that needs to create a focus group initially makes a list of all the issues that need to be discussed. In the next stages, the search for a suitable room, a group moderator, begins.

 

The main objectives of the focus groups:

  • identification of factors inducing the audience to make a purchase and use products or services;
  • to reveal the attitude of consumers to products;
  • establish the positive and negative sides of the product;
  • development of scenarios for improving brand promotion.

People with similar views and interests are well suited as respondents. If you assemble a focus group of people whose interests are diametrically opposed, then certain difficulties may arise in making objective decisions.

Detailed marketing research will help create a lot of opportunities for successful market promotion for your business. For a focus group to be successful for business, it must be conducted at least twice.

Contact the FINE branding studio Development Company: AI, Blockchain, IoT our experts will help you make your brand competitive in Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine.