focus groups – the why & why not.

Focus groups are a great way to really understand why people think and behave the way they do.  Focus groups go beyond asking yes/no questions.  They delve deeply into the why and why not.  They allow for a flexible approach when you are trying to understand something that goes beyond a yes or no answer.  When something is not just black or white, you need to understand the grey.

Apart from traditional focus groups we also offer some spin offs which can provide some unique opportunities and experiences in the quest to understanding your customers.

These are still traditional and trusted methods but spiked with a bit of innovation, you can get a whole lot more.  Qualitative research is more than simply counting numbers. Qualitative research is about getting down and dirty with your customers.  It’s all about learning how they think, how they act, and how they interact with your brand.

• Immersive groups – gives you the opportunity to sit in on the focus group and communicate directly with your customers and conversely allow customers to communicate directly with you.
• In the moment groups – groups are recruited and conducted on site (at your business, store, restaurant or venue) where experiences, thoughts and feelings towards your brand are fresh.
• Pop up groups – conducted monthly on a broad range of topics tapping into the broader consciousness of thoughts, behaviour and actions.

It’s about becoming the customer…..Qualitative research fills in the gaps.