One of the most widely used techniques in this field is the focus group, which we explain in detail in this article.
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What is a focus group?
In marketing, a focus group is a qualitative overseas chinese in europe data research method that allows consumers to gain detailed knowledge of their opinions on a company's products, services and marketing strategies .
It is organized in sessions of between one and two hours, where a group of five to ten people meet to exchange ideas and experiences. This dynamic provides valuable information to better understand the needs and preferences of the market.
The ultimate purpose of these focus groups is to use the results obtained to make decisions , improve products or services, and develop more effective marketing strategies.
Steps to organize a focus group
When designing a focus group, it is advisable to follow these guidelines to ensure that the results provide the necessary information and contribute to achieving the proposed objectives.
Define the problem or topic to be investigated
Before holding the meeting, it is essential to understand what points you want to address in order to effectively plan how to deal with the issue in question.
Selecting participants
Another key phase is the one where the number of people who will participate in the meeting and the criteria they must meet to do so is decided.
Designing the questionnaire
When conducting a focus group, it is very important to clearly establish the general approach to the topic and the rules related to group dynamics. To do this, it is essential to plan the conversation by preparing a set of open questions.
Choose one or more moderators
Since this is not an informal chat, it is necessary to have a specialist to lead the conversation and moderate the session.
Correctly analyze the results obtained
The focus group is carried out with a specific purpose, and the information obtained must be carefully studied to obtain conclusions that help in decision-making.
What is a focus group for?
Focus groups are widely used techniques by marketing specialists because they allow them to learn first-hand the opinion of consumers. A focus group can be very useful for:
Obtain qualitative information about consumer perceptions and opinions regarding a new product, service or program.
Test and validate new product or service concepts.
Explore and understand the needs and wants of the target market.
Evaluate the effectiveness of advertising campaigns and marketing messages .
Identify competitive strengths and weaknesses to reinforce those weak points in the marketing strategy.
When is a focus group used?
A focus group is especially practical at stages such as the following:
The early stages of developing new concepts , as it allows for obtaining new perspectives and ideas that have the potential to be explored and developed.
Before launching a new product or service on the market , as it facilitates adjustments and changes in strategy based on the needs and expectations of the target audience .
In the maturity phase of a project, to gain more insight into consumer perception and plan modifications or rebranding strategies .
Case study: a focus group for the design of an advertising campaign
To better understand the application of this research method, let's look at a practical example. In this case, it would be a cosmetics company that is about to launch a moisturizing cream with a formula that had not been marketed before in the country, but that has been a success abroad for some time. This gives us information about the problem or topic to be investigated, which in this case would be how to approach the strategy for introducing and marketing the product in the country.
The next step is to analyse the market to determine the target audience for the campaigns. The marketing department draws on data from the national market and from consumers in other countries to obtain information on the gender, age, economic level and other demographic characteristics of potential consumers.
Once the characteristics of ideal customers have been defined, one or more focus groups are organised with the participation of people who fit that profile.
On the other hand, marketing and product specialists design a questionnaire on the information they want to obtain in the sessions. Among other data, they can investigate the positive and negative aspects of the product, the price range that consumers would be willing to pay for the moisturising cream, or even the preference of consumers for one type of advertising or another.
After the preparation, the focus group is led by one or more specialists, where open and closed questions are posed according to the designed questionnaire. In this case, participants are offered samples of the cream and are encouraged to express themselves freely and exchange opinions with the rest of the group.
In the subsequent analysis, experts determine that two of the most valued aspects of the product are its texture and its smell. On the other hand, the price that consumers are willing to pay is slightly lower than projected.
Based on this information, advertising campaigns are designed that emphasize the product's strong points, and the pricing strategy is modified to adjust to market preferences.
As we have seen, a focus group is a fundamental tool for obtaining qualitative information about the market.
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