Capturing Perceptions, Opinions And Beliefs With The Use Of Focus Groups

 Snehal Tanwar

Understanding the targeted customers is very important for effectively doing business these days. Any commercial field and the sphere of trade are marked by presence of a myriad of options on similar types of products or services and so the competition level is always at the highest. Customers are pampered with huge options and their loyalty to a particular brand can at same be influence by other competitors if their expectations are not met completely. To understand the market and customers better, Focus Groups help a lot in doing qualitative market research. These are useful not just in B2B (Business to Business) Research but also to understand markets and customers in greater detail.

Understanding the attitude of a customer towards a particular branded product or service and knowing their opinions about them is important. The perception and beliefs of targeted customers also help in formulating appropriate and effective marketing strategies for any business owner. The marketing department of any business or brand will get highly benefited if valuable and correct information regarding the potentiality of market acceptance of the manufactured product can be availed.

The main objective of focus group research is to collect raw data and then derive useful information about targeted customer’s attitudes, feelings, beliefs, experiences and reactions to a product/service, concept, advertisement, idea and also packing. To collect such vital information by assembling huge raw data some methods are opted for like personal face-face interviews or questionnaire methods. They are known to utilize qualitative data collection methods and techniques.

In personal interviews the targeted customers are asked individually and in questionnaire methods the leaflet containing questions are handed over to the customer and they need to tick or circle the options they find appropriate. Questions can be like

  • If a particular branded product is liked or not?
  • If no then why?
  • Out of 10 how many points would she/he like to award the product/service brand?
  • Which other competing brands they like the most and why?
  • If they have switched over to another brand then why so and what the new one is offering them extra?
  • Do they find the packing helpful and price reasonable?
  • Do they find the advertisement too dramatic and irrelevant or not?

Qualitative data collection in market research cannot be done properly without the active involvement of focus groups. They are also known as Group Discussions or Workshops.

Domain: Business
Category: Sales & Marketing

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