The Use of Focus Groups To Better Understand The Attitudes of Your Customers

To be successful, companies need to understand their customers’ behaviour and expectations and one of the best ways to do this is via focus groups. Focus Group companies (visionone.co.uk/page/218/Qualitative-Research.htm) will hold workshops and group discussions, which are led by well-trained moderators. The main goal of the Focus Group is to uncover, in detail, the customer’s reactions and feelings towards a concept or product or dig deeper into their lives and aspirations. This can provide the company with valuable information and insights into the potential market acceptance for the product or concept, and can also strengthen a brands relationship with its audience.

The participants of a focus group are carefully recruited to best meet a company’s business needs. Usually 6-10 people are recruited in a focus group, with each group session lasting for around 1 -2 hours. Ideally focus groups are conducted in a relaxed setting with adequate setting arrangements to put the respondent at ease and encourage a free flow of honest and natural conversation. These meetings can also be attended by clients from a remote location via video conferencing method.

Most Focus Group agencies use a highly experienced moderator to provide expert guidance to discuss the issues at hand and sensitively probe the customer’s outlook about a specific product or service. A skilled moderator encourages the participants to communicate and engage for a free flow of ideas. The role of the moderator is crucial in a focus group since his responsibility is not only to allow the members to speak but also take note of their facial expressions and body language. Many moderators ask questions and even engage in story-telling or role-playing and use a wide range of projective techniques.

Vision One Research (visionone.co.uk/page/219/Focus-Groups.htm), a leading Focus Group specialist, helps companies gain valuable insight about their customers through their expertise in Focus Groups, Depth interviewing, Observation and other qualitative methods. Vision One’s expertise in conducting highly focus groups and workshops so successfully has led to demand from both UK and International companies. Using innovative exercises they provide their clients with dynamic and qualitatively rich data, to better understand a customer’s attitude and behaviour toward products or services.

Vision One has helped many companies fulfil their business goals. The company has a growing list of clients that have used its high quality services with excellent outcomes. Visit www.visionone.co.uk to read client testimonials from companies that have gained rich insights from Vision One’s well organised sessions and skilled moderators, ranging from small businesses looking to develop their products and services through to local governments and national charities to international brands.

About The Author:

The author of this article has an extensive experience in market research agency. Focus Group Companies especially in the field of Staff Engagement Surveys.

The writer is an expert in the field of music gifts with focus on Musical Jewelry Boxes & Musical Gift.