Why many marketers still love focus groups and how to make sure yours are excellent. Yes, many marketers still love focus groups as a market research method. Today’s focus groups are very different than ones you may have seen 10 or more years ago. Today, they can be online or in-person, formal or casual.
A great focus group can effectively discover customer attitudes and perceptions: what do people really think about your brand? Do people perceive your competitor’s products as inferior or superior, and in which specific aspects? Do people in your target market have specific aspirations that align with your brand?
There are lots of cases where marketers need to discover customer attitudes and perceptions. In this conversation, Kathryn gives tips for making sure your next focus group project is a great one.