How can Focused Groups Increase the Overall Value and Effectiveness of Marketing Strategies?

The term focus groups was coined by Ernest Dichter, a well-known marketer and psychology expert, in the year 1991. In qualitative research nowadays, focus group discussions are one of the most commonly used methods.

A Focus group is basically a group discussion held with a select number of people in a group, with a specific objective. The primary purpose is not only to derive a conclusion on the selected topic and generate informational and valuable insights but also to seek and understand the customer perceptions about a product or service of a brand.

What Can be Done for the Success of Focus Group Discussion?

Conducting a focus group with the right topic and the right kind of people in the group is as crucial as marketing a brand in the market. Focus group discussions can even go wrong and totally in a different direction if conducted erroneously.

There are a few crucial steps that can result in a practical and value-adding focus group discussion. At IBI Global Market Research Company, we make sure that each and every step is followed precisely and perfectly.

• Selection of Suitable Candidates for the Discussion

The selection of the members should be made precisely. All the participants should be knowledgeable enough to understand the given topic and should be capable of a healthy and insightful discussion.

• Selection of the Moderator

A focus group discussion moderator is a person who has a thorough understanding of the topic and conducts the discussion. The moderator should possess a few key qualities, such as ensuring that all participants contribute to the debate, maintaining an equal timeframe and opportunity for every participant and motivating the non-participants with positive body language. He/she must also be able to push the conversation ahead and in the right direction.

• Recording Meetings for Future Reference

It is essential to record the session in either video or audio format for future reference by market researchers.

• Stating Discussion Guidelines Clearly

Mentioning all the procedures before the discussion session starts is vital. Everyone must abide by the rules on essential questions, member aspirations, recording standards for discussions, and the means of communicating the outcomes.

• Generating an Insightful Report Post the Discussion

While the debate is conducted, the members must fill up a feedback form to come up with a final outcome. This helps in creation of reports that provide crucial actionable data to the policy makers.

• Using the Data for Planning a Successful and Fruitful Marketing Strategy

It is vital to present the information and data collected from the discussion to the founders or people in charge of the marketing department. The outcomes are to be used and optimised to generate a positive impact on the business or the products and services of a particular brand.