|Jon Ragatz Consulting Since 1999|
|Conducting Focus Groups|
What do your consumers, customers or members think of your organization, brand name, new product concept, new packaging or new advertising? How do they use your product in their homes? How can it be made more sustainable? How do competitive brands compare? How can you build a more genuine, lasting relationship with your core customers? Is it priced right?
Conducting a series of focus groups can help you develop preliminary answers to these types of questions. This form of primary, qualitative research is proven, insightful, flexible and fairly quick.
Other explorations might involve:
group discussions can be set up just about anywhere on a couple of weeks
notice (assuming your target is fairly easy to identify and reach).
On average, a series of three groups on one day, in one location,
cost about $8,000-10,000. This fee includes all steps associated
with screening, recruiting and scheduling target consumers; respondent
incentives and refreshments; facility rental charges including options
such as audio and/or video taping; group moderation; travel
costs; and a topline analysis & report. Importantly, these costs
can be dramatically reduced if clients provide the respondents and/or
the facilities. Depending on the objectives for the research, however,
this option may not be a good one as it may bias the results. I'd be glad
to discuss various options and their trade-offs with you.
|Contact me to discuss how I can help you with your focus group or other qualitative research needs.|
|© 2000-2021 Jon Ragatz Consulting|