Marketers want to better understand prospective customers to
craft effective messages. Salespeople need to know which factors help close a
deal more quickly. Executives seek insight on strategic direction to guide new
product and service launches and/or updates. Perhaps one of the easiest ways to
uncover all of this information is through a focus group.
Focus groups provide qualitative research; I wouldn’t
recommend them for generating statistically significant hard data. Yet many vendors
don’t have the time or resources to develop, deploy, and interpret extensive quantitative
findings. Quick but accurate insight into the market may be all that an
organization can handle—or perhaps even need—to guide decision making. When this
is the case, a focus group is a convenient way to accomplish multiple marketing,
sales, and strategic goals.
In my experience, people are honored just by being asked to
participate in a focus group. Of course, because of their small size, focus
groups must include pre-screened attendees who meet only specific criteria. Identifying
the right prospects is just one step; ensuring they show up is another, making participation
incentives essential. While someone may be delighted to be asked to participate
in a focus group during a conference, he may be less motivated to share his
insights after a long flight followed by a morning lecture. Yet offer him a
$150 American Express gift card for his time and I have little doubt he will
show up!
I’ve been asked whether it’s necessary to have a focus group
professionally moderated. If the feedback will be stored and reused extensively,
and attendees are required to consider abstract concepts, having a professional
onboard makes sense. However, if gathering market intelligence and guidance is
the goal, any savvy marketer or salesperson should be able to moderate an hour-long
session without much difficulty. Moderating focus groups is an impressive skill
to add to a resume, in fact.
With conference season upon us, now is the perfect time to organize
focus groups, as national events offer the opportunity to gather perspectives
from across the country. Of course, you’ll gain feedback by talking to
attendees at your booth, but if you want more in-depth insight consider adding
a focus group to your 2013 marketing plans.
