Focus Groups

Focus groups have gotten a bad rap lately, but they are useful tools, when done right.

What you get out of focus groups is entirely dependent on who runs the group, how the people are selected and how the process is approached.

With the wrong facilitator, the wrong participants or the wrong approach, the information will be useless.  However, flip these variables on their head, and your focus group project can be a huge success.

In-Home Interviews

If you’re hungry for the hidden rules and bigger truth of consumers’ lives, it’s time to meet people where they live, work and play.

There really is no substitute for witnessing first hand how consumers live and what they experience to spark new ideas.

By meeting with people at their homes, I can discover the environmental patterns and factors that influence how your product is used.

I get a 360-degree, holistic view that can reveal rituals, habits and experiences that shine a light on issues that don’t bubble up in a sterile focus group environment.

Richness can be captured on video, and compelling documentary style videos developed as a result.

In-Depth Interviews

When you really need to get to a deeper level in understanding people’s lives, there’s no better method then sitting with them one-on-one.

A personal, in-depth discussion with one person creates a relaxed atmosphere that lends itself to building trust.

As a result, people become more comfortable sharing personal thoughts and feelings.  Even people who might be reticent to speak in front of others tend to pour their hearts out.

The setting allows me to notice and react to nonverbal clues, putting a unique focus on the learning.

Online

Discover the remarkable possibilities of Web 2.0 technology for market research.

Meet people on blogs and community panels to learn about them in fresh, new ways.

Transcend Geography

Include people from urban, rural and suburban markets at once

Get more of the right people to participate, especially those who shun conventional research.  This is especially useful for busy people, younger consumers and even business-to-business targets.

High Tech is High Touch

Research on blogs provides a more authentic conversation than standard research, where consumers have become “research experts” and participate in canned and perfunctory ways.

On blogs, there is an unfiltered, unbiased perspective that emerges in the absence of being face to face with other people.

Despite the online format, there is no loss of human touch or nuance.  Blogs are a new form of ethnography – people participate from their own space, so despite the physical separation, there is the opportunity to see and learn more.

There is also a social context that emerges as people begin responding to and connecting with each other.  This interaction provides a new data source that highlights key issues.